#BoycottNikeIndia Trends Amid Controversy Over Brand Collaboration

The hashtag #BoycottNikeIndia has taken social media by storm, trending across platforms like X as Indian consumers express outrage over Nike’s recent collaboration with Delhi-based design studio NorBlack NorWhite. The sportswear giant’s first-ever India-specific collection, which celebrates Indian culture through bandhani designs and features Indian athletes, was initially met with excitement. However, a promotional post featuring a US-based Bangladeshi influencer, known as @NaleyByNature, has sparked widespread backlash, fueling calls for a boycott.

The #BoycottNikeIndia controversy erupted after the influencer, who has modeled for NorBlack NorWhite in high-profile campaigns, including the Nike collaboration, posted a video on Instagram that many Indian netizens perceived as anti-India. The video, shared in the wake of Operation Sindoor—a recent military operation—allegedly included comments casting doubt on India’s claims regarding a terror attack in Pahalgam. This sparked accusations that the influencer harbors anti-India sentiments, particularly regarding sensitive geopolitical issues like Kashmir, which some claim she referred to as “occupied by India.”

The #BoycottNikeIndia backlash comes at a time when Indian consumers are increasingly vocal about boycotting brands perceived as aligning with entities or individuals critical of India. Recent boycott trends, such as #BoycottTurkey and #BoycottAzerbaijan, have gained traction following geopolitical tensions, with Indian retailers and e-commerce platforms like Myntra and Ajio halting sales of Turkish brands.

The Confederation of All India Traders (CAIT), which recently announced a boycott of Turkish and Azerbaijani goods over their support for Pakistan, has not yet commented on the Nike controversy. Meanwhile, posts on X suggest that the boycott could impact Nike’s market in India, where it faces stiff competition from brands like Reebok, Adidas, and local players.