The new nike collection is about Indian culture and craftsmanship. Sportswear giant has collaborated with the Indian Label Norblack Norweight for a limited edition collection. This is the first time Nike has participated with an Indian label.

Result? A collection that looks like a crossover between Bandrani and Nike Sports Essential. Think of thinking, tights with Bandrani print, and a crossbody bag with traditional print accents.

Norblack Norceet is a label in Delhi by Mriga Kapadia and Amrit Kumar. It is known to connect traditional Indian crafts and textiles with streetwear silhouette.

Nike said in a statement, “Nike and Norblack Norweight implemented a traditional Indian tie-dye technology, Bindney’s look, which for a sport-forward silhouette designed to move forward with women throughout his everyday life, whether in the gym, whether they are in the gym, not on the step or style.”

The collection includes four shoes, a hoodi, a tank top, a cropped T-shirt, two brlates, a pair of shorts and tights.

“When NBNW was born, we could not imagine bringing our love for Bandrani (tie-dye) in the field of sports, but here we are and it looks so beautiful,” Kapadia and Kumar of Norbalc Norweight said in an Instagram post.

Shooted in Jaipur, the campaign included several Indian athletes, including Ansu Malik, Spirinter Priya Mohan and cricketers Jemimah Rodrigues and Shafli Verma.

“In fact, the support from other campaigns is that this cooperation is designed here by a local collective in India that attains our vibe,” says Jemimah.

“Wearing nikes that is with Indian culture, is a flex. It is bold, rooted and ours. In a sport as a woman who is often seen through a male lens, being a part of such a campaign is my way to say, ‘We are not just to show, we win, we win, and see the fabs while doing it.”

Nike -led cooperation is an important moment in global fashion, especially when we are looking at the lack of cultural appropriation in many international fashion trends and the lack of recognition for South Asian roots. Good old dupattas are called Scandinavian dupatta, Gucci is called Alia Bhatt specially designed saree-inspired dress.

Fashion brands such as H&M and reforms, among others, are selling kurta sets and calling them ‘top’, in which there is no acceptance of the origin of the silhouette.

For Nike, it has a strong presence in India with over 80 shops across the country.