Divya Delhi: Nike's first partnership with an Indian fashion business features tie-dyed sportswear inspired by the country's historic methods. Designed with Delhi-based NorBlack NorWhite, the vibrant footwear and apparel collection “invites women into sport” and celebrates “Indian culture and craftsmanship,” according to Nike. The brand's latest ad, released this week, stars Indian cricketers Jemimah Rodrigues and Shafali Verma, wrestler Anshu Malik, and sprinter Priya Mohan. Nike's rekindled ambitions for a market it's had mixed success in since 1995 via licensing. Nine years after forming a wholly owned subsidiary, the company made a significant bet on cricket, outbidding Adidas and Reebok to secure a 1.97-billion-rupee (then $44 million) deal to outfit the Indian national squad in 2005. Nike has failed to make economic gains in India, reducing its shop count to 150 from 350 in 2019. With comparable populations, mainland China has more than 2,600 outlets, but India has only 93 on the brand's website. The sportswear company appears to be pushing its women's apparel sector, which has lagged behind menswear. Recently, Super Bowl ads have included female athletes like WNBA player Caitlin Clark and Olympic sprinter Sha'Carri Richardson. The female-owned NorBlack NorWhite collection includes hoodies, tank tops, T-shirts, sports bras, cross-body bags, and sneakers, including an Air Max variant. The goods' patterns reference "bandhani," a 5,000-year-old subcontinental hand-dyeing method used to create vivid geometric forms on woven cloth. In its designs, NorBlack NorWhite often uses it. After moving to India in 2010, Canadian designers Mriga Kapadiya and Amrit Kumar founded the company, which blends streetwear with indigenous workmanship. Kapadiya stated Nike “started with a deep admiration for the crafts practices of India and the people who bring them to life” on its website. This collection shines a light on the rigor, dedication and ancestral knowledge that's rooted in Indian culture,” she said, “and we hope each piece inspires women to draw into their athletic mindset while navigating everyday life in India and around the world