American sportswear giant Nike found itself at the centre of a storm this week after its highly anticipated collaboration with Indian design studio NorBlack NorWhite (NBNW) became the subject of a social media-fueled controversy, sparked by mistaken identity and inflamed by political sensitivities.
The Controversy
The controversy erupted after Instagram page @CuratedCultureSociety posted an image from a Nike campaign, identifying a model as a Bangladeshi woman who had made anti-India statements in the past. The post went viral, receiving a further push when political commentator Rishi Bagree reposted it on X (formerly Twitter), questioning Nike’s judgment in platforming someone purportedly critical of India.
Why did @Nike pick a Bangladeshi woman who spews venom against Indian interests for its first Indian brand collaboration?
Does Nike disregard our sensitivities while chasing our money?pic.twitter.com/zkiHnaguLd
— Rishi Bagree (@rishibagree) June 15, 2025
The outrage was swift. Hashtags like #BoycottNike began trending, with users accusing the brand of lacking cultural and national sensitivity. Many social media commentators demanded accountability, particularly because this was Nike’s first-ever collaboration with an Indian fashion label.
However, the narrative began to unravel after fact-checkers and independent users examined the claims more closely. The Instagram page that initially posted the image issued a formal apology and retracted its claims. “We sincerely apologise to @norblacknorwhite, as the individual shown had no connection to this historic collaboration with Nike,” the statement read. The post was deleted soon after.
NaleyByNature’s inclusion fuels further anger
The controversy intensified when users discovered that filmmaker and activist NaleyByNature, known for her pro-Palestinian stance and contentious remarks about Kashmir, had appeared in promotional materials associated with NorBlack NorWhite. Born in New York and educated in journalism at Iona College, NaleyByNature is a co-founder of an independent media project that documents stories from conflict zones, including Gaza, Kashmir, Tibet, and Israel.
In one of her videos, she referred to Kashmir as “a territory currently under Indian occupation,” a comment that sparked severe backlash online for allegedly undermining India’s sovereignty.
Further intensifying the controversy, she commented on the recent terror attack in Pahalgam by casting doubt on India’s claims. She said, “India does not have hard evidence to prove that Pakistan was involved in the Pahalgam attack,” challenging the government’s assertion of Pakistan’s role in the incident. This remark has been viewed by many as insensitive, especially in light of the loss of lives and the heightened security concerns in the region.
Nike (@Nike) is doing its first-ever Indian brand collaboration — with none other than anti-India Bangladeshi influencer @naleybynature. #BoycottNike
Nike is partnering with NorBlack NorWhite, a Delhi-based fashion label. According to the Curated Culture Society, this marks… pic.twitter.com/wTtMAhFpcw
— Prashant (@prashant10gaur) June 15, 2025
She further ignited outrage by referring to Prime Minister Narendra Modi as “a far-right Hindu nationalist,” a description many Indian users condemned as an attempt to malign the nation’s leadership on an international platform.
These statements, now resurfacing online, reignited calls for a boycott of both Nike and NorBlack NorWhite. Social media users accused the filmmaker of sympathising with anti-national forces and disrespecting the sacrifices of Indian security personnel involved in counter-terror operations like Operation Sindoor.
The NorBlack NorWhite Connection
The connection between NaleyByNature and NorBlack NorWhite is more than professional. The brand has publicly referred to her as part of their “worldwide sisterhood” and praised her for her “intelligence, wit, and authenticity.” She has previously modelled for the studio and appeared in campaigns, including the one with Nike, cementing her affiliation with the brand.
While Nike has yet to comment officially, this association has added fuel to the boycott fire, with critics claiming that the brand is either unaware or indifferent to the socio-political context of the Indian subcontinent.
Nike’s past controversy
The uproar over the Indian campaign mirrors a similar incident in Australia earlier this year. Nike ended its partnership with Australian activist and long-distance runner Grace Tame after she publicly supported the Palestinian cause and criticised Israel’s military actions in Gaza.
Tame, a high-profile advocate for survivors of sexual assault, signed a $100,000 ambassadorial deal with Nike in January 2025. However, after repeated social media posts condemning Israel, labelling its actions in Gaza as “genocide, Nike initiated a review and eventually terminated her contract.
A Nike spokesperson at the time said, “We have agreed to part ways. We wish Grace the best as she continues her running journey.” The decision drew mixed reactions, especially as it came amid growing protests globally over the Gaza conflict.
Interestingly, The Australian newspaper pointed out that all Nike stores in Australia are operated by Fox Group, an Israeli company listed on the Tel Aviv Stock Exchange. This added yet another layer to Nike’s complex entanglement with geopolitics and public sentiment.
