This was a first — Nike’s debut collaboration with an Indian fashion label, and a women-led one at that. NorBlackNorWhite brought their bold, culture-forward lens to the table, and Nike handed them the reins. The brief: reimagine Indian Sports Day from a female-first perspective, rooted in the ancient art of bandhani and reframed through the language of contemporary streetwear.

Shot by Bharat Sikka across Jaipur, the campaign leaned into contrasts — surreal but documentary, grounded yet graphic. Art direction played a central role, not as a backdrop, but as part of the storytelling itself.

Casting was deliberate and personal. It wasn’t about finding faces — it was about finding a community. Real athletes led the visuals: cricketer Jemimah Rodrigues, wrestler Anshu Malik, sprinter Priya Mohan, and more. Each brought their own presence, strength, and story to the frame.

The production was a ride — one day, three shifts, five locations. From Jaipur’s winding gallis to the scale of Jaigarh Fort, we moved with a crew of over 100 through blazing sun, surprise rain, and a full-on dust storm. Chaos, yes. But also clarity — a team moving in sync to build something that felt new.

The result? A campaign that felt alive. Joyful, intentional, and full of layered pride — for the sport, the craft, and the women reshaping how we see both.