How Nike and Parris Goebel Celebrated the Power of Womanhood in Paris

Stories

July 7, 2023

Nike has always been a brand that inspires people to move and achieve their goals. But on July 5, 2023, in Paris, Nike showed what can happen when movement becomes a movement. In collaboration with choreographer, dancer, artist, athlete, and Nike partner Parris Goebel, Nike hosted “Goddess Awakened”. “Goddess Awakened” is an experience celebrating the collective power of womanhood through movement, style, and self-expression.

“Goddess Awakened” was more than just a show. It was a statement that women are strong, creative, diverse, and unstoppable. A statement that women can express themselves in any way they want, whether it’s through dance, music, fashion, or art. A statement that women can support each other and create positive change in the world.

Goddess Awakened featuring Nike Partners

The event featured a 40-minute performance directed, choreographed, and led by Goebel. Goebel is known for her innovative and empowering style of dance. She was joined by a collective of more than 30 Nike athletes and partners, including singers, rappers, DJs, models, and dancers. Nike, the Greek goddess of victory was the inspiration behind the performance. With that in mind, it aimed to inspire viewers to tap into their inner strength as well as support the collective power of women.

“Throughout history, women have been told how to act, what to say, how to feel — tonight is about breaking those binds and letting our voices be heard, our bodies be acknowledged, and our wings take flight, together,” says Goebel, who wrote a letter to the audience to help set the tone for the night [included in the gallery below]. “To me, there is no better way to express the love, grief, power and femininity of this moment than through dance. I’m grateful for Nike’s partnership in giving me the stage, literally and figuratively, to do it.”

The event also showcased the latest collections from Nike collaborators, including Martine Rose, Yoon Ahn, and Feng Chen Wang. These pieces reflected the diverse and dynamic personalities of the performers and the audience, as well as the spirit of Nike Women. The costumes were designed by Nike’s own team. They created unique outfits that blended sportswear and streetwear with elements of mythology and futurism.

The event was attended by hundreds of guests, who were invited to join the celebration of womanhood through interactive installations, photo booths, and live music. The guests also had the opportunity to meet some of the performers and partners. Additionally, they had the chance to shop for exclusive merchandise from the event.

What Goddess Awakened means for Nike Women

“Goddess Awakened” represents the next era for Nike Women, one where the brand is a platform for celebrating and empowering female creativity and self-expression through the lens of community,” says Liz Weldon, VP, Global Nike Women’s Brand Management. “We know that one of the greatest ways we can champion women is to open space for them to feel seen and included.”

Nike hopes that “Goddess Awakened” will inspire more women to embrace their inner goddesses and unleash their potential through movement. As Goebel says in her letter: “We are all goddesses in our own right. We are all victorious.”