Young wunderkind visionary and choreographer Parris Goebel has partnered up with Nike to fuse the inimitable kinetic sensibilities of music and sport. Even if you’re not familiar with Parris Goebel, you’re likely a fan of her work. From Justin Bieber’s “Sorry” music video, Jennifer Lopez’s Super Bowl halftime performance, to Savage X Fentys shows, the polymath has contributed her multidisciplinary talents to grandiose effect in the pop sphere. As the latest face to join Nike and its efforts, alongside Megan Thee Stallion, and Peloton instructor Tunde Oyeneyin, Goebel’s collaboration is a big moment for the dance community.
The campaign spotlights a video and declaration for both Parris and her dancers. The video, directed by Christelle de Castro 一 features a performance by Goebel to music from UNIIQU3 whilst reciting words that reinforce the dialogue of self-actualization and creative autonomy built around the campaign. “This is your moment,” she says. “You dance your story with the strength only you can command.”
Though Nike highlighting dance and athletes has been a long time coming, Dance has garnered even more worldwide attention over the past two years as TikTok has pushed the visibility of the discipline to the forefront of popular culture. One thing is for sure, Parris Goebel, and choreographers and dancers of the like are taking over the mainstream, one campaign at a time, and through moments like these, the world finds for a moment, its rhythm.
Cody is the Editor in Chief and senior contributor at liminul.
He is a photography aficionado, fashion enthusiast, avid Lana Del Rey fan, and lover of all things aesthetically pleasing.