The hashtag #BoycottNike is trending on X following the sportswear giant’s first-ever collaboration with an Indian brand, NorBlack NorWhite Studio, an independent design studio based in Delhi. The backlash began after NorBlack NorWhite featured filmmaker NaleyByNature in a promotional brand shoot, sparking outrage online and fueling calls for a boycott.

A user on X shared a post saying, “During Operation Sindoor, Naley was at the forefront of spreading hate and misinformation against India on TikTok — even calling Kashmir “occupied” by India.”

Who is NaleyByNature?

NaleyByNature is a filmmaker, producer and writer who founded the independent project NaleyByNature, which aims to document stories from various parts of the world. She focuses on bringing greater awareness of the Palestinian genocide to Western audiences. Born and raised in New York, she studied media and journalism at Iona College, a private university in New Rochelle, New York. During the pandemic, she and her co-founder, Sadia, left their jobs to travel globally and create documentaries capturing stories of Palestinians, Israelis, Tibetans, Kashmiris and Indians. 

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NaleyByNature is active on social media, including Instagram and YouTube, where she shares her work and perspectives, particularly on the situation in Palestine and Israel.

Why #BoycottNike is trending on X?

The filmmaker, known for her strong political views, has sparked widespread outrage after sharing a controversial video on her Instagram handle following Operation Sindoor. In the now-viral video, she made several remarks that many have found deeply offensive and inflammatory.

In her video, she stated, “Kashmir is a territory which is under occupation by India currently,” a comment that has drawn severe backlash from citizens and social media users alike. Her choice of words, framing Kashmir as being “under occupation,” has been interpreted by many as aligning with anti-India rhetoric and undermining the nation’s sovereignty over the region.

Here’s the video

Further intensifying the controversy, she commented on the recent terror attack in Pahalgam by casting doubt on India’s claims. She said, “India does not have hard evidence to prove that Pakistan was involved in the Pahalgam attack,” challenging the government’s assertion of Pakistan’s role in the incident. This remark has been viewed by many as insensitive, especially in light of the loss of lives and the heightened security concerns in the region.

The filmmaker also directly targeted Prime Minister Narendra Modi, calling him “a far-right Hindu nationalist”. This description has ignited further anger among a section of the public who see it as an attempt to malign the country’s leadership on a global platform.

The video, which quickly spread across social media platforms, particularly on X, has triggered a wave of criticism and calls for a boycott. Many users accused her of spreading misinformation, sympathising with anti-national forces and disrespecting the sacrifices of Indian soldiers involved in Operation Sindoor. 

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How is NorBlack NorWhite associated with NaleyByNature? 

NorBlack NorWhite is closely associated with NaleyByNature through a collaborative and supportive relationship that spans both creative and personal dimensions. NaleyByNature has been featured in NorBlack NorWhite’s campaigns and social media content.

NorBlack NorWhite publicly acknowledges their connection to NaleyByNature, referring to her as part of their “worldwide sisterhood” and celebrating her intelligence, wit and authenticity. Additionally, NaleyByNature has modelled for NorBlack NorWhite, including in high-profile collaborations such as the recent Nike x NorBlack NorWhite collection.