NIKE TAPS DIYA JOUKANI FOR AIR MAX CAMPAIGN IN MUMBAI

Nike has partnered with Mumbai-based designer and creator Diya Joukani for a new Air Max campaign, bringing one of India’s rising fashion voices into the brand’s global orbit.

Joukani gained attention online for videos showcasing her self-designed garments set against the backdrop of everyday life in Mumbai, where crowded streets, local markets, and urban movement become part of the storytelling around her designs. Her content often blends fashion with the raw rhythm of the city, highlighting both craftsmanship and street culture.

Through the new partnership, Joukani appears in campaign visuals centered around Nike’s Air Max line, marking her entry as one of the brand’s newest ambassadors connected to the silhouette.

The collaboration reflects Nike’s continued interest in local creative voices and culturally rooted storytelling, using figures who represent the energy of their cities to connect with younger audiences worldwide. For Joukani, the campaign represents a major step from viral social media creator to global sportswear collaborator.