Joanne Taylor

3 years in the making: from the vision of 4 fierce believers to a cast of 100’s, and now a US Open cultural moment - this one has been a VIBE and a dream team from first conception to Naomi’s storming victory yesterday. 💚✨🎾🖤🤍🧚‍♀️ A sport x style x creativity collaboration by two female leaders - whose synchronized woman-magic created this look, world and iconic @nikewomen statement in perfect flow together. Two women who completely redefine not just the rules of their game, but reimagine the beautiful shape of the court itself. @naomiosaka @yoon_ambush - you two together are everything. Creating the future of how to win, move and express yourselves, and to the beat of your own truly original and authentic drum - it’s woman magic.✨✨ The first of its kind. For so many reasons. Unapologetic, joyful female collaboration at its very best - there is no stopping us when we move as a Tribe. Our first “court couture” tennis expression - with a diffusion style led tennis collection - so we can all be giving Naomi’s Gothic Lolita VIBES. 🧚‍♀️🖤✨ @yoon_ambush @naomiosaka @lizweldon #tanyaHvizdak For fearlessly believing in the vision from the first meeting in Tokyo during the weird Covid world we were all living in. @annie003_ @justlux For embodying Gothic Lolita VIBES from the first moment you jumped into this wild adventure & being world class storytellers & leaders. @sgender @katwilliamson7 @jessicarosejenkins for believing in the vision & riding the relationship rollercoaster with such talent and grace. @aycacun @gabtam @aidanzamiri for creating this world with us and bringing a vision to life with the most beautiful, playful and fierce expression we could have imagined. Film 🎥 of the Summer. What a ride - and YES NAOMI for bringing that full vibe to the court for an epic win yesterday. ❤️‍🔥💚❤️‍🔥❤️‍🔥❤️‍🔥 Just the beginning …. 🎾💚✨🧚‍♀️

The Next Era of Nike Women 🪽🤍✨ Goddess Awakened, July 5, Paris. Truly an experience celebrating the collective power of womanhood. What began as a glimmering star of a shared vision & belief; became a constellation of incredibly talented humans building together this Goddess mountain into a shining star filled sky ✨- and a night we will all never forget. To @parrisgoebel 🤍 , thank you for being a partner like no other. You poured in your heart, soul, deepest truths & other-worldly talents, to create a culture shifting piece of art, rooted in deep human connection. You said it for us all with this: “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,” Love and admiration and awe. To the Nike Women Goddess team who each spread their wings, stretched and at times created supernatural acts of flight 🪽 to make this happen: there is no crew like you. What an amazing journey we took together: at times dizzying, but no doubt worth the climb. Team @nikewomen @benniejarvis @kruekutz @leslie_cheng @justlux @gozimonu @jpaav @matthewkneller @alexianahai @delaneyelliott @shanmadeit @golden_child @nparky @shanmadeit @emmathorn7 @bguine @gracechangbae @jlynneb_ so many more 🤍💥 To our incredible collective of Nike Women creators who are each uniquely part of igniting this movement with their creations; thank you for always being true collaborators. @yoon_ambush @martine_rose @fengchenwang_feng @simon_porte_jacquemus A special thank you to the Nike Women who inspire me every day and who lived the ethos of this creation in the way we built it. @sarablasing @lizweldon @yehwho @vrustique Respect and kudos to our uniquely talented & dedicated Nike Women partners who dreamed and dared with us…. Including @lamodeenimages @kyleluu @isamayaffrench @LSDXOXO @lauramelodygoncalves @eva.al.desnudo @karla_otto @thisis_xyz

Jo Taylor is a strategist and cultural operator working at the intersection of sport, fashion, culture and storytelling. Over a 17-year career at Nike, she helped shape how the brand connects performance with culture - from global campaigns and Olympic moments to pioneering work in women’s sport. Now leading her own venture, Glow Inc, Jo continues that work by helping brands, institutions, and creatives rethink how sport can expand into new audiences. Our conversation explores how sport has evolved; Jo reflects on her time at Nike during a period of rapid change; we discussed everything from the role of femininity in performance, to the future of collaboration, British fashion and global cultural ecosystems. There’s a clarity in how Jo approaches ideas: start with the future you want to create, define the space and then find the right partners to build it. This Unorthodox Blend podcast episode is available now on Substack, or any podcast platform [Link in Bio] @jodances @glow.incorporated

A beautiful Parisian Fashion week blur…with some unexpected developments ✨✨ Bravo @fengchenwang_feng on another sensational show. And the creative circus of excellent humans who make this special with you. @anderssoelvstenthomsen @carlscurrentmood Et al.

Hidden riad fiestas, markets overflowing with Inspiration, Afcon football frenzy, visionary art of the ancient & modern, vibrant puissant colours, nature in its extremities, soul mates I love, new friends I adore, piercing blue skies, infinite starlit nights, endless epic desert, dazzling snowy mountains, African tagines & french champagnes, grounding amber earth, all night dancing, all day laughing, blazing Al fresco lunches, midnight Berber music under blankets, sunrise Ibiza sets, supper by candlelight, breathless swims watched by camels & hot pink sunsets to curtain each adventure. Bursting into 2026 filled with inspiration and colour, and with true intrigue, curiosity and excitement about what this year’s wild carpet ride will bring. Thank you Marrakech and the constellation of humans who exhaled and dazzled and danced through our days their together. Especially @amytstory & @amine.elgotaibi - the love story of our era, and dream adopted fam. And my mermaid sister @mouuunn . ✨✨✨

Personally - this year has been one of startling New Eras; rainbow coloured expansion & leading with the meaning of the Mission. At the end of it - catalysing the next era of British fashion, with Laura weir and her incredible British fashion council team has been a profoundly optimistic ignition of what lies ahead. The heartland of innovation, creativity and disruption that creates the future - British Fashion is a growth opportunity like no other. Placing culture, Sport, and the future vision for the industry at the center of the evening signalled the next frontier of global leadership, excellence, and relevance. And most of all ... we had FUN ✨✨ Brava Brilliant @laura_weir , @claramercer and the whole @britishfashioncouncil team. The ride is just beginning ✨✨

✨✨ The Summer that signalled Next era ✨

Beautifully dynamic month of Paris x London, favourite brains coming together, meaningful work in inspiring places, new community creating new ideas, new thinking creating new eras. ✨✨✨✨✨

Golden Marrakech ✨✨✨ A magical start to 2025 Love, community, curiosity, synchronicities, and mystical mermaid adventures. Soaring Atlas Mountain hikes, dancing in the desert dunes at sunrise and lots of soulful creativity and imagining with old and new friends. Home Full of heart, mind and spirit.

London & Milan Fashion week. Sport meets fashion meets joy meets creativity. Inspiring few weeks with favourite faces. ✨💫 🏃🏿‍♀️ 💫

Our wild fling with the 🇬🇷 Mainland. Athens, but not as you know it. Greece - still under my skin, filling up my heart and keeping my horizons wide. The best Summer. ✨✨✨

Gothic Lolita Tennis prep school - eat your heart out. 🧚‍♀️🖤🤍✔️🎾 🎀 💫 @nikewomen ’s first in-line tennis inspired collection with a girl gang and a film that magicked Naomi’s on court “couture” moment into a whole vibe & world. @naomiosaka continues to reimagine what it is to be an athlete, to bring her full self to the court and to express feminine power in supernatural ways that can inspire us all. With this beautiful collaboration and collection we reimagine what creative and expressive fan wear can be…jersey culture through the wild and wonderful spectrum of femininity … Kudos to @aidanzamiri & @yoon_ambush for the magical & sassy world building. The fun we had ✨✨✨ Shout out the Girl power gang of dreams for all of it. #tanyahvizdak @lizweldon @annie003_ @justlux @aycacun @gabtam @andrea.feehan @katwilliamson7