Nike’s first-ever India-focused brand collaboration has sparked controversy online, with calls for a boycott gaining momentum over the brand’s choice of influencer.

The global sportswear giant recently partnered with Delhi-based fashion label NorBlack NorWhite for a collection inspired by bandhani—a traditional Indian tie-dye technique. The collaboration was intended as a celebration of Indian culture and craftsmanship.

However, a promotional post featuring Naley, a US-based Bangladeshi influencer, has triggered widespread outrage on Indian social media platforms.

Naley’s past comments questioning India’s territorial integrity—specifically relating to Jammu & Kashmir—have resurfaced, prompting backlash from users accusing her of being "anti-India."

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#BoycottNike Trends Online

The reaction has been swift and fierce. On platforms like X (formerly Twitter) and Instagram, users have begun calling for a boycott of Nike.

“Nike has crossed the line by disregarding Indian sentiments. We won’t stay silent,” wrote one user.
“Nike’s first India collab—and you have someone who says J&K isn’t in India? No thanks,” another post read.
“Never gonna buy any Nike stuff. #BoycottNike,” added a third.

Many are urging Nike to publicly distance itself from the influencer, with several pledging not to buy from the brand until it does so.

A Critical Market at Risk

The controversy comes at a sensitive time for Nike, which has been expanding its footprint in India. According to Statista, the company’s revenue in the country reached nearly ₹12 billion in 2023, highlighting India as a key growth market.

With public sentiment turning sour, this controversy poses a significant reputational risk for Nike in one of its fastest-growing markets.

Nike Yet to Respond

As of now, Nike has not issued any official statement regarding the backlash or Naley’s involvement in the campaign.

What was intended to be a celebration of Indian heritage has now become a PR crisis, raising questions about global brands' sensitivity in local markets—and how quickly things can unravel in the age of social media.

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