Tyla Signs Endorsement Deal with Nike
Published
Tyla’s meteoric rise from recording in a makeshift closet studio in Johannesburg to becoming a global music and fashion icon has been extraordinary. The 23-year-old South African sensation has seamlessly blended Amapiano, Afrobeats, pop, and R&B into a genre-defying sound that has captivated audiences worldwide. Now, she’s taking her influence beyond the music industry by partnering with one of the most recognizable brands globally—Nike.
Tyla’s connection to the Swoosh runs deep. Growing up in South Africa, she idolized Nike gear, often borrowing her older brother’s hand-me-downs to get a piece of her loved brand. “They were always Nike, and I wanted them so badly,” she recalls. Now, she doesn’t have to borrow—she’s officially a face of the brand.
For Nike, teaming up with Tyla represents a strategic move in expanding its influence into the African and global pop culture landscapes. Tyla’s appeal goes beyond music—her fluid aesthetic, which she describes as “Flintstone” for its ripped-up and distressed elements, has resonated with a new generation of fashion-conscious fans. Tyla is also eager about the possibilities of working with Nike on footwear, stating in an interview with Nike, “Maybe a Tyla shoe? That would be fire.”
This partnership also aligns with Nike’s long history of embracing music and cultural icons who push boundaries. Much like how the brand has collaborated with Travis Scott, Billie Eilish, and Drake, Tyla’s ability to blend music, movement, and fashion into one cohesive identity makes her a perfect fit. “My hope for the next generation of African artists, especially women, is that we can make what we want to make and not be boxed into a specific genre,” she explains. With Nike’s backing, she has a platform to amplify that message even further.
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Sneakerhead from South Florida who turned his passion into a career. Concerts, music, trying new restaurants, and catching the latest movies are some of the things I enjoy when not writing for Sole Retriever. Email: nick@soleretriever.com
