Nike partners with NorBlack NorWhite for collaborative collection
Global sportswear brand Nike has partnered with Indian apparel brand NorBlack NorWhite to launch a collection which reimagines the traditional Indian tie-dye technique 'bandhani' through sportswear silhouettes. The partnership represents Nike's first collaborative collection with an India-based label.
"Our global collab with Nike is officially live, and heard we are India's first to ever do it" announced NorBlack NorWhite on Facebook. "15 years ago when NBNW was born, we couldn't imagine bringing our love for bandhani (tie-dye) into the sports arena but here we are and it's feeling too beautiful. Grateful for everyone who brought this to life."
The collection features women's apparel ranging from shorts and tops to tights and bras. Accessories include sneakers and a cross body bag, all designed to be worn from the sports field to the street.
With a campaign shot in Jaipur by photographer Bharat Sikka, the collection's promotions also highlight a number of Indian sportswomen including sprinter Priya Mohan and wrestler Anshu Malik among others. The collection has launched globally on Nike's e-commerce store as well as in select offline outlets.
"We were briefed by Nike around the themes of Burst and Ripple,' NorBlack NorWhite's founders Mriga Kapadiya and Amrit Kumar told Elle India about the collaboration. 'The inspiration came from how radiant a singular ripple can transpire into larger movements, especially in textile form. The bleeding colours from tie-dye felt like the perfect metaphor. Fruition stood out to us- this moment felt like the explosion of flavours and feelings that have been building for years.'
Canada born entrepreneurs Mriga Kapadiya and Amrit Kumar launched NorBlack NorWhite in 2009 after relocating to India. The brand is known for its work with indigenous artisan communities, especially in the Kutch region of Gujarat.
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