Nike’s First Indian Fashion Collaboration

What happens when ancient Indian dyeing meets modern streetwear? Let’s find out.

Fez– Nike has just stepped into new territory, literally. For the first time in its history, the global sportswear powerhouse has teamed up with an Indian fashion label.

The result? A striking collection that’s bold, unapologetically colorful, and deeply rooted in heritage.

The collaboration is with “NorBlack NorWhite,” a Delhi-based brand that’s made a name for itself by blending streetwear sensibilities with traditional Indian craftsmanship.

Together, they’ve created a women’s collection that puts a fresh spin on ancient art, most notably “Bandhan,” a hand-dyeing technique that dates back over 5,000 years.

If you’ve never heard of it, think intricate, dotted patterns created by twisting, tying, and dyeing fabric by hand.

The pieces are far from your average gym wear. We’re talking hoodies, cropped jackets, sports bras, and even a custom edition of the iconic Air Max, each covered in riotous color and hypnotic patterns that carry the weight of centuries.

There’s also a crossbody bag that practically demands to be worn outside the gym.

For the campaign, Nike didn’t just shoot a lookbook; they told a story. Indian athletes, including cricketers Jemimah Rodrigues and Shafali Verma, wrestler Anshu Malik, and sprinter Priya Mohan, were photographed in Jaipur, framed by the city’s architectural gems.

The stepwells, the pink stone, the quiet sense of legacy. Photographer Bharat Sikka captured it all: the tension between tradition and forward motion, and the athletes embodying exactly that.

Beyond aesthetics, this drop signals a strategic reset. Nike hasn’t exactly dominated the Indian market.

After entering through a licensing deal in 1995, opening a subsidiary, and investing heavily in cricket, the momentum fizzled.

Store numbers dropped from 350 to under 100. Compare that to 2,600 stores in China, and the gap is glaring.

This new focus on women and India’s own design vocabulary feels like a conscious pivot.

And NorBlack NorWhite was the perfect partner. Founded in 2010 by Canadian-born designers Mriga Kapadiya and Amrit Kumar, the brand has always operated at the intersection of nostalgia, resistance, and fun.

“We started this out of deep respect for India’s craft culture and the people keeping it alive,” Kapadiya said, according to CNN. “This collection is about honoring that energy, and passing it on.”

The clothes don’t just look good. They carry stories. And that’s what makes them powerful.