Nike set to make history with collaboration that's 'steeped in Indian culture'

Daily Mirror

11-06-2025

Nike's historic collaboration with Indian designer brand NorBlack NorWhite seeks to turn the brand's performance pieces into "symbols of cultural connection" and will be "steeped in Indian culture".
Sportwear giant Nike has launched its first major collaboration with an Indian designer label NorBlack NorWhite (NBNW). The limited-edition styles celebrate Indian culture and craftsmanship and 'invite women into sport' with unrestrictive silhouettes.
NBNW is the brainchild of Mriga Kapadiya and Amrit Kumar. The New Delhi-based label is known for combining traditional Indian crafts and textiles with streetwear silhouettes.
The Nike x NBNW collection is rooted in the practice of bandhani: a centuries-old Indian tie-dye technique used to create the complex patterns. According to Nike, the collaboration helps transforms the brand's performance styles into 'symbols of cultural connection' and introduce 'new communities to colours and patterns steeped in Indian culture'.
The collection includes sportswear and leisurewear essentials including a hoodie, tank, cropped T-shirt, bras and shorts. A Nike x NorBlack NorWhite crossbody bag is also part of the limited edition collection as are four footwear silhouettes for women: the Nike Air Max Craze, Motiva and Pegasus 41.
The collection is available globally on June 11 at nike.com and select Nike Stores. The Nike Calm x NorBlack NorWhite Women's Slides (£54.99) are currently available online in the UK. As are the High-Waisted Printed Biker Shorts (£32.99), matching Light-Support Padded Printed Sports Bra (£37.99) and the Dri-FIT Printed Tank Top (£44.99).
The collaboration is noteworthy not just for its hues but for its focus on silhouettes that promote easy and effortless movement for women. Women's kit is often cited by athletes as particularly restrictive and unfunctional and this new range addresses these shortcomings with breathable and free-flowing pieces.
'This collection shines a light on the rigor, dedication and ancestral knowledge that's rooted in Indian culture, and we hope each piece inspires women to draw into their own athletic mindset while navigating everyday life in India and around the world,' says Mriga.
To highlight the functionality of the designs, Nike and NBNW teamed up with several female athletes. The official campaign features wrestler Anshu Malik, sprinter Priya Mohan and cricketers Jemimah Rodrigues and Shafali Verma.
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To highlight the functionality of the designs, Nike and NBNW teamed up with several female athletes. The official campaign features wrestler Anshu Malik, sprinter Priya Mohan and cricketers Jemimah Rodrigues and Shafali Verma.
'What really hits different from other campaigns is that this collaboration is designed right here in India by a local collective that gets our vibe,' says Jemimah. 'Wearing Nike that's laced with Indian culture is a flex. It's bold, rooted and ours. As a woman in a sport that's often seen through a male lens, being part of a campaign like this is my way of saying, 'We're not just showing up, we're here to take over, win big and look fab while doing it.''
This is one of a few major moves from Nike to invest in women consumers and athletes. Back in February 2025, Nike announced a joint brand deal with Kim Kardashian to create NikeSKIMS.
At the time Nike shared the collaboration was meant to "disrupt the global fitness and activewear industry with best-in-class innovation in service of all women athletes — championing their confidence, strength, femininity and competitiveness like never before."