Nike celebrates Indian culture with tie-dye sportswear

Nike has launched its first collaboration with an Indian fashion label, releasing a sportswear collection inspired by ancient Indian tie-dye techniques. The collection aims to celebrate Indian culture and encourage women's participation in sports. The collaboration with Delhi-based brand NorBlack NorWhite features apparel and footwear with "bandhani" patterns, a 5,000-year-old tie-dye technique. The campaign features prominent Indian female athletes and was shot in Jaipur, India. This move reflects Nike's renewed focus on the Indian market, where it has faced commercial challenges despite past investments. The collection also highlights Nike's push to expand its women's apparel business.