Nike Swim have teamed up with Shift and exciting filmmaker and photographer Tayler Prince-Fraser for an all-inclusive campaign, titled ‘Deep is the Water’, that looks to normalise a more diverse representation of swimmers.
In figures released by Sport England, it was found that ninety-five percent of Black adults and eighty percent of Black children in England do not swim, and with this latest campaign, Nike Swim and Tayler Prince-Fraser are looking to change that. Putting Black men at the forefront of the campaign, Nike Swim’s ‘Deep is the Water’ campaign looks to make visibility in swimming paramount for young Black men, creating distinct points of similarity between the wider swimming community, and those that want to start the sport, and the protagonists.
Launching online and via a recent exhibition in London, the joint digital and physical series of stills displays a sense of familiarity, joy, and potential within the wider Black target audience, encouraging a new generation of Black swimmers. At the exhibit launch, a short panel conversation hosted by photographer and director Tayler Price Fraser, creatives and Swim Dem founders Peigh Asante and Nathaniel Cole, as well as Swim Unity founder Omie Dale took place and tackled the rooted issues of Black representation in swimming.