Nike has debuted its first-ever collaboration with an Indian fashion label, teaming up with Delhi-based brand NorBlack NorWhite to release a vibrant sportswear line rooted in 5,000-year-old tie-dye traditions. The collection, featuring sneakers, activewear, and accessories, aims to empower women in sports while honoring India’s textile heritage, according to Nike’s press release.
A Nod to Tradition and Female Athletes
The campaign stars Indian cricketers Jemimah Rodrigues and Shafali Verma, wrestler Anshu Malik, and sprinter Priya Mohan, photographed by renowned fashion lensman Bharat Sikka against Jaipur’s historic stepwells. The designs incorporate bandhani, an ancient hand-dyeing technique known for its intricate geometric patterns, which NorBlack NorWhite frequently employs in its streetwear-meets-craft aesthetic.
Nike’s Strategic Push in India
The launch underscores Nike’s bid to reinvigorate its presence in India, where it entered in 1995 but has faced uneven growth. After securing a landmark $44 million deal in 2005 to outfit India’s cricket team, the brand scaled back operations, shrinking from 350 stores in 2017 to just 93 today—a stark contrast to its 2,600+ outlets in China.
Analysts suggest the collaboration aligns with Nike’s broader focus on women’s apparel, a segment lagging behind its menswear. Recent campaigns, like its 2024 Super Bowl ad featuring WNBA star Caitlin Clark, highlight this shift.
Craft Meets Modern Sportswear
The unisex-friendly collection includes hoodies, sports bras, sneakers, and a cross-body bag, with bandhani motifs reimagined on Nike’s Air Max silhouette. Founded by Canadian-Indian designers Mriga Kapadiya and Amrit Kumar, NorBlack NorWhite has championed Indian craftsmanship since 2010.
Kapadiya noted in a statement: “This collection reflects the rigor and ancestral knowledge of Indian culture. We hope it inspires women to embrace athletics in their daily lives.”
As global brands increasingly tap into local heritage, Nike’s move could signal a fresh chapter in its India strategy—one stitched together by tradition and innovation.
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