A well-known global sportswear giant, Nike, has put itself at the center of a social media controversy after it launched its latest campaign promoting first-of-a-kind India-specific collaboration. A hashtag of #BoycottNike has been trending ever since the launch happened as it involves a US-based Bangladeshi influencer, whose remark on India’s territorial integrity wasn’t appropriate and was controversial.

The Launch Turned Controversial

Initially, the main attraction of the campaign was NorBlack NorWhite, a Delhi-based fashion label, popularly known for their work that is a blend of traditional Indian craftsmanship and contemporary designs.

This collection, which is a limited-edition, was launched in collaboration with designers Mriga Kapadiya and Amrit Kumar, featuring colourful and vibrant apparel and footwear inspired by Rajasthani Bandhani.

This campaign highlighted that while women should engage in sports, they should also celebrate the rich heritage of Indian textile.

Social Media Backlash

The campaign that began as a celebration, within no time turned into a backlash as it featured US-based Bangladeshi influencer Naley. Immediately after the campaign went live, Naley’s social media post from the past on the territorial dispute of J&K surfaced on the internet.

Some social media users questioned the brand’s decision, expressing concerns over featuring a Bangladeshi influencer in an Indian campaign—particularly someone perceived to have shared views critical of India. Others pointed out the irony of Nike’s first India-focused collaboration involving a figure who, according to them, has previously raised doubts about the country’s sovereignty.

Others urged fellow consumers to take a stand against Nike, till the brand issues a clarification or removes the influencer.

Business Impact

As per the revenue report, in 2023, Nike generated over ₹1,200 crore (12 billion INR), making it a major player in the country’s sportswear market. Although the brand gets tough competition from Adidas, Puma, and homegrown brands, it managed to make good business because of the public sentiment.

With the recent tragic incidents like terror attack, plane crash, bridge collapse, Indian customers have been very sensitive when it comes to the representation of India in global brands, and a campaign like this doesn’t seem to have gone well.
Whether Nike will issue a statement or make changes to the campaign remains to be seen. As of now, the debate continues to dominate social media feeds with the hashtag #BoycottNike still trending.