#BoycottNike Trends After Brand’s Collaboration with Allegedly Anti-India Bangladeshi Influencer Goes Viral

Global sportswear giant Nike faced massive backlash in India after social media erupted over its recent campaign, which allegedly featured a US-based Bangladeshi influencer with a history of controversial anti-India statements. The controversy quickly snowballed into a nationwide call for boycott, with the hashtag #BoycottNike trending on major social media platforms.

The campaign in question was part of Nike’s India-focused collaboration with NorBlack NorWhite, a Delhi-based fashion label known for promoting Indian cultural aesthetics through contemporary design. Shortly after the campaign was launched, online users alleged that one of the influencers associated with the campaign, known by the handle NaleyByNature, had in the past referred to Kashmir as "occupied by India" and questioned India's version of certain terror-related incidents. Screenshots of her old posts began circulating, fueling nationalist sentiments and igniting anger.

As the outrage grew, several public figures and influencers called out Nike for featuring someone accused of undermining India's sovereignty. Many accused the brand of failing to do proper background checks and being insensitive to Indian sentiments. The campaign, which was supposed to celebrate Indian creativity and culture, was seen by many as an insult to national pride.

Reddit forums, X (formerly Twitter), and Instagram saw users condemning the brand and its marketing partners. Many pointed out the irony of Nike promoting Indian identity while allegedly collaborating with someone who previously questioned the country's integrity. Some netizens also mocked the influencer’s “fake accent” and accused her of pushing biased narratives.

However, the situation took a turn when fact-checkers and digital activists investigated the claims. It was later clarified that the controversial influencer was not part of the Nike India campaign. The images used in the viral posts that sparked the backlash were misattributed, and Nike had not collaborated with NaleyByNature in any official capacity. The misinformation spread quickly before corrective statements could be made.

One of the social media users who initially amplified the claims issued an apology and removed their post, admitting to the error in identifying the influencer. Despite these clarifications, the hashtag continued trending, highlighting how quickly public opinion can be influenced by misinformation.

This incident highlights the fragile balance international brands must strike when engaging with regional audiences. Even unintended associations can have severe reputational consequences, especially in politically sensitive climates. For Nike, the controversy is a wake-up call on the importance of cultural and political awareness in campaign planning, influencer vetting, and real-time damage control.

The event also reignited debates around nationalism, cancel culture, and the increasing scrutiny global brands face in India’s digital space. It shows that while global collaborations can promote cultural pride, they can just as easily backfire if audiences perceive even a hint of disrespect or oversight.

While the boycott call may fizzle out in time, it has served as a stark reminder for brands to tread carefully in a country where identity, politics, and consumer choices are deeply intertwined.