NIKE collaborated for the first time with the Indian fashion collective NorBlack NorWhite, presenting a colorful collection of apparel, footwear, and a crossbody bag that celebrates Indian culture and craftsmanship – and explicitly encourages women to move and express themselves freely, both through sports and in everyday life.
ELEMENTS PRODUCTION SERVICE presents the Nike x NorBlack NorWhite collaboration on GoSee, for which they were commissioned to handle production (photo & film).
The colorful campaign for the collection was shot by renowned fashion photographer Bharat Sikka in the historic city of Jaipur – including at the world-famous, iconic stepwells. It features Jemimah Rodrigues, Shafali Verma (both cricket), Anshu Malik (wrestling), and Priya Mohan (athletics).
The collection transforms classic Nike performance and sportswear silhouettes into symbols of cultural connection. She integrates the artisanal DNA of NorBlack NorWhite into Nike's global cosmos – thus conveying these traditional cultural values to new communities, who can connect with it through the collection, peppered with the colors and patterns of Indian culture.
The heart of the collection is Bandhani, a centuries-old Indian tie-dye technique traditionally used to create complex patterns – today reinterpreted on modern silhouettes that playfully combine movement and everyday life.
"When women wear our pieces with Nike, we want them to feel comfortable in their own skin – regardless of where they are at the moment," says Amrit Kumar, co-founder of NorBlack NorWhite. "The colors convey calm and strength, the patterns represent resilience. We want women to have fun, express themselves – and remember: We're not here to play. We're here to win."
"What makes this campaign so special is that it was created in India—by a local collective that truly understands our vibe," says Jemimah Rodrigues. "Wearing Nike with Indian cultural code is a statement. It's loud, proud, and simply us. As a woman in a male-dominated sport, this is a sign to me: We're not just there—we're taking over!"
The collaboration is also part of Nike's increased focus on the women's market, which has long lagged behind the men's segment. Recent global campaigns—for example, with WNBA star Caitlin Clark and Olympian Sha'Carri Richardson—underscore this shift.
NorBlack NorWhite (NBNW) was founded in 2010 by Toronto-bred friends Amrit Kumar and Mriga Kapadiya. The two have made a name for themselves with their kaleidoscopic textile works and cheeky references to Indian cultural motifs; their looks appeal to their fans—not just Indians!—at home and abroad alike.
The Nike x NorBlack NorWhite Collection has been available worldwide since June 11th on nike.com and in select Nike stores.
GoSee : nike.com