As part of Nike’s international "Own the Floor” campaign – which celebrates dance as a form of freedom and self-expression in urban culture – the new collection is showcased across About You’s media platforms through specially produced content. The concept combines street dance and empowerment, featuring local dancers from the core audience who tell their stories through movement. Focusing on authenticity over perfection, it captures the raw energy of dancing in the moment – enhanced by distinctive filming and editing, with unconventional camera work, dynamic transitions, and immersive visual storytelling.