Nike has named South African sensation Tyla as its latest creative partner. This announcement comes in the wake of an incredibly successful 2024 for the Johannesburg artist, whose debut self-titled album, featuring a distinctive mix of Afrobeats, Amapiano, pop, and R&B, earned her the title of the youngest African artist to win a Grammy in the history of the awards.
With viral hits like ‘Water’ and striking red carpet moments, such as her sand-sculpted Balmain dress at the 2024 Met Gala, Tyla has emerged as an indomitable cultural influence in both music and fashion.
To commemorate their collaboration, Nike has released an exclusive interview with Tyla, delving into her personal connection with the brand, as well as her evolving musical style and aesthetic.
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What’s your most memorable experience with Nike?
Growing up, I loved watching my brother receive hand-me-downs from my dad, all of which were Nike. I wanted them so much! He was the only boy in our family and got to choose what he wanted, so I had to borrow them whenever I could.
How did you cultivate your unique sound and how has it changed over time?
I’m thrilled that I entered the music scene with a sound that’s truly original. The way my music resonates is unlike anyone else's. Having my own identity as an artist is something every musician dreams about. I’m grateful that my sound connects with people beyond my local environment; it has a global appeal. It’s exciting to see how far we can expand this.
My aspiration for future African artists, especially women, is that we have the freedom to create without being confined to specific genres. Often, if you’re from Africa and your sound doesn’t fit the typical Afrobeats mold, it’s easy to be categorized. I hope we can showcase our artistry across various spaces, producing what we genuinely want and receiving recognition for it, without it being diluted into one style.
My sound began with a vision. I aimed to be part of the pop genre but didn’t want to conform to the usual standards. I drew from both Western influences and local music, striving to blend them into something fresh.
My manager owned a small house in Johannesburg where they transformed a closet into a studio. I would spend every weekend there, recording and experimenting. That’s where I penned my first song.
From that point, my music evolved into something I’m incredibly proud of; it felt like I had brought my vision to reality. Upon signing with the label, I shared my aspirations and they supported me throughout the process.
Which Nike items do you count on for comfort and style during your busy schedule?
Definitely sneakers, especially the Nike Shox. Lately, I’ve been loving the Clogposite collaboration with Supreme. I own every color. I wear them everywhere: at airports, in the studio, just out and about. They’re so comfortable and practical, and a good pair of shoes can really elevate your look.
Can you describe your personal style and its evolution?
My style has changed a lot over the years. Sometimes I look back at old photos and think, “Wow, what was I thinking?” I get bored easily and often change my mind about outfits. I might love something one day and regret wearing it the following month.
People describe my style as “Flintstone” — distressed and ripped. This started when I had to dress up for performances but lacked resources. My friend Thato and I would take random pieces, cut them up, and creatively assemble outfits from scratch. The more I explored this, the more I enjoyed it, which became my signature. Now, I tend to avoid anything that appears too polished.
I used to have a clear idea of my desired look, but now I’m more flexible and experimental. Initially, fashion wasn’t a huge focus for me; I just wore what felt good. Now, with experiences like fashion weeks and greater access to brands, my passion for fashion has deepened, and I want to explore everything.
My aesthetic varies depending on how I feel. At times, I want to look pretty, while at others, I prefer a cozy or more androgynous style. It’s all about my mood. I don’t want to appear the same every day; I’d like to look back in the future and see a multitude of my different styles — a hundred versions of Tyla.
What excites you most about this partnership?
I’m definitely a Nike girl. I love the brand because Nike encompasses more than just athletic wear; it’s also about fashion. Wearing Nike feels different; it gives you confidence. I appreciate the collaborations and vintage designs that draw me in. I’m really looking forward to collaborating, not just wearing the clothes but potentially creating something with the team, like a Tyla shoe. That would be amazing!
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Nike has revealed that South African sensation Tyla is now their latest creative partner. This announcement comes on the heels of a highly successful 2024 for the Johannesburg artist.