Nike spotlighted global music sensation Tyla in its fresh Fall 2025 campaign for the Air Max Muse. This is a women’s sneaker that has been turning heads since its launch.
The campaign also features celebrated Olympic gymnast Jordan Chiles.
TYLA’S LOVE FOR AIR MAX
Tyla captured attention by highlighting what makes the Air Max Muse stand apart. “I love the Air Max Muse because it’s very stylish and unique,” she said, according to WWD.
“Because of the colours, the silhouette goes with a lot of things, and it’s super comfortable. It feels like a running shoe, like a workout shoe, but it’s not.
It’s something that you can wear out.” Her words underline the shoe’s versatility, perfect not only for active moments but also for casual, everyday wear with a fashionable edge.
The Air Max Muse draws on Nike’s rich heritage of Air technology but pushes the envelope with a futuristic design.
TYLA’S CAREER
Nike’s local fans in South Africa can look forward to multiple fresh colourways of the Air Max Muse throughout 2025.
The shoe retails at about R3,199 and is available via Nike SNKRS and Shelflife, ensuring accessibility for sneaker enthusiasts here.
Beyond footwear, Tyla is carving her path as a multifaceted artist. On leading the pack, she shared, “As an artist, I want to one day look back and see that I’ve done more than just music.
I want to do everything: creative direction, acting, modelling, beauty, hair. I just want to tap into everything I genuinely have a passion for.”
BOLD CREATIVITY
This ambition complements her role in the campaign, standing as a symbol of bold creativity and individuality.
Nike’s footwear designer for women’s sportswear, Can Eldem, expressed the brand’s vision for the Air Max Muse.
“Our goal was to design an entirely new Air Max model focused on both expression and comfort.
Making the silhouette uniquely hers, sleek, beautiful and bold, while offering the kind of innovation and cushion that she expects from the Air Max franchise.”
For South African consumers seeking a sneaker that caters to both lifestyle and sport, the Air Max Muse offers an exciting option.
With Tyla’s unmistakable flair driving the narrative, the shoe is poised to become a cultural touchpoint for women who lead with confidence and creativity.
