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The uproar began after Nike partnered with a US-based Bangladeshi influencer, Naley, for the campaign’s promotions.
The campaign celebrates India’s rich art and culture. (Photo Credits: X)
Nike’s latest collaboration has led to a controversy in India. The global sportswear giant recently launched its vibrant collection of apparel, footwear and a cross-body bag with Delhi-based label NorBlack NorWhite. Created alongside Canadian-born designers Mriga Kapadiya and Amrit Kumar, the collection celebrates Indian culture and craftsmanship inspired by the country’s ancient art of tie-dying called bandhani. The campaign also invites women into sport with contemporary pieces that promote freedom of movement and expression.
While the product is steeped in Indian culture to impress the people, the collaboration has drawn widespread criticism. Wondering why? Let’s take a closer look.
The uproar began after Nike partnered with a US-based Bangladeshi influencer, Naley, for the campaign’s promotions. Social media users quickly dug up past statements made by the influencer, referring to Kashmir as “occupied by India.” Many Indians saw these statements as disrespectful to the country’s sovereignty and territorial integrity, and they didn’t sit well with Indian consumers and sparked nationwide outrage.
Thousands of users expressed their outrage under the hashtag #BoycottNike. Many questioned the brand’s decision to endorse individuals perceived as being anti-India. Many vowed to stop buying Nike products and urged others to do the same.
Calls to boycott the brand flooded the internet, with users demanding the removal of the influencer from the campaign.
“If @Nike ignores our sentiments, I will stop buying Nike until they apologise and drop her. If #Adidas can drop Kanye West for antisemitism, Nike can do the same. We need a collective voice like the Jewish community. #BoycottNikeIndia,” read a comment.
An individual questioned, “Wait a minute… why is Nike collaborating with a Bangladeshi who lives in America and has called Kashmir ‘occupied’ by India?? “Does it want to sell in India or Bangladesh??”
“Nike’s first-ever brand collaboration in India. With a woman who openly claims that Jammu & Kashmir is not part of India. Speak up or stay silent. But don’t buy. Share Max #BoycottNike,” added another.
An X user said, “Definitely not going to buy anything from @Nike. #BoycottNike.”
As of now, Nike has not issued an official statement addressing the controversy. The brand’s silence has further fuelled the backlash, and it remains to be seen whether Nike will respond or alter its approach.
A team of writers at News18.com bring you stories on what’s creating the buzz on the Internet while exploring science, cricket, tech, gender, Bollywood, and culture.
A team of writers at News18.com bring you stories on what’s creating the buzz on the Internet while exploring science, cricket, tech, gender, Bollywood, and culture.
- Location :
Delhi, India, India
- First Published:
