Tyla’s journey has been nothing short of extraordinary. From recording music in a makeshift closet studio in Johannesburg to becoming the youngest African artist to win a Grammy, the 23-year-old has taken the world by storm. Her rise hasn’t just been limited to music; she’s dominated fashion weeks and lit up major events like the VMAs. And now, her partnership with Nike feels like a natural next step in her incredible journey.
In an interview with Nike, Tyla reflected on her most defining memory of the brand: “Growing up and seeing my brother get the hand-me-downs from my dad. They were always Nike, and I wanted them so badly. He was the only boy in the family, so he kind of got whatever he wanted. I’d just have to borrow them whenever I could.”
When asked about her signature sound and how it has evolved, Tyla shared her excitement about creating something new and unique in the music industry. “I’m so happy that I was able to come into the game with a sound that nobody has done, you know? The way my music sounds—nobody sounds like that. The fact that I have my own identity as an artist is what every artist, I’m sure, dreams of. So I’m just grateful that people vibe with it,” she said. “It’s bigger than where I’m from; it touches the world. And it’s exciting because it shows just how far we can take this.”
Tyla also expressed her hopes for the future of African artists, particularly women. “My hope for the next generation of African artists, especially women, is that we can make what we want to make and not be boxed into a specific genre. Depending on where you’re from or the way you sound, even if you make something that’s not generically Afrobeats, if you’re from the continent, it’s easy to be clumped together. I’d like for us to be able to exist in every space as artists—to create what we want and be recognized for it, without it being watered down into one thing,” she explained.
Reflecting on how her signature sound developed, Tyla recalled her early beginnings: “My manager had this small house in Johannesburg, and I would go there every weekend. They made a studio out of a closet, and I remember always going in there, recording, trying new things, experimenting. That’s where I wrote my first song. From there, it just evolved into something I’m so proud of because it really felt like I brought a vision to life. When I signed to the label, I told them, ‘This is my vision. I really want this to be my sound.’ They supported me in that, and we just figured it out along the way.”
With her nonstop schedule, Tyla relies on certain Nike pieces to stay comfortable and stylish on the go. “Definitely sneakers. Especially the Nike Shox. But recently, I’ve been wearing the Clogposite collab with Supreme. I have every color—literally every color. I put them on for everything. At airports, in the studio, walking around. They’re just so comfortable and convenient. I just feel like it makes you look more fly when you have a good shoe on.”
Tyla’s personal style has also evolved over the years. “My style has evolved a lot over time. When I look back at some pictures, I’m like, ‘Oh my gosh, what were you thinking?’ I get bored so quickly, and I change my mind all the time. I’ll love an outfit today and a month later, I’ll hate that I ever put it on,” she shared. Tyla describes her style as a mix of “Flintstone” vibes—ripped, distressed clothing that she used to create from scratch when she couldn’t afford new clothes. “Me and my friend Thato would take random pieces, cut them up, tie them together—literally make outfits out of nothing. The more I did it, the more I loved it, and it just became my thing.”
Today, Tyla embraces experimentation in fashion, thanks to greater access to brands. “I used to have a really clear vision for how I wanted to look. These days, I’m more open and experimenting. Before, I wasn’t that deep into fashion—I’d just put something on, and if I felt fly, that was it. Now, with fashion weeks and having greater access to brands, I’ve really fallen in love with it. I want to try everything.”
What excites Tyla most about her partnership with Nike is the connection between fashion and sport. “Nike isn’t just athletic clothes, it’s fashion. I really like that because when I wear Nike, it doesn’t feel like I’m just putting on a shoe or shirt. You feel fly wearing it,” she said. Tyla also mentioned the possibility of creating her own product with Nike, adding, “Maybe a Tyla shoe? That would be fire.”
