Nike partners with NorBlack NorWhite for collaborative collection
"Our global collab with Nike is officially live, and heard we are India's first to ever do it," announced NorBlack NorWhite on Facebook. "Fifteen years ago when NBNW was born, we couldn't imagine bringing our love for bandhani (tie-dye) into the sports arena, but here we are and it's feeling too beautiful. Grateful for everyone who brought this to life."
The collection features women's apparel ranging from shorts and tops to tights and bras. Accessories include sneakers and a crossbody bag, all designed to transition from the sports field to the street.
With a campaign shot in Jaipur by photographer Bharat Sikka, the collection's promotions also highlight several Indian sportswomen, including sprinter Priya Mohan and wrestler Anshu Malik. The collection has launched globally on Nike's e-commerce store as well as in select offline outlets.
"We were briefed by Nike around the themes of Burst and Ripple," NorBlack NorWhite's founders Mriga Kapadiya and Amrit Kumar told Elle India about the collaboration. "The inspiration came from how radiant a singular ripple can transpire into larger movements, especially in textile form. The bleeding colors from tie-dye felt like the perfect metaphor. Fruition stood out to us — this moment felt like the explosion of flavors and feelings that have been building for years."
After relocating to India, Canada-born entrepreneurs Mriga Kapadiya and Amrit Kumar launched NorBlack NorWhite in 2009. The brand is known for its work with indigenous artisan communities, especially in the Kutch region of Gujarat.
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