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MUMBAI: Nike is stepping up its e-commerce game in India, handing its e-commerce media mandate to Madison Hiveminds in a deal estimated at Rs 10-12 crore, according to sources close to the development.
The mandate will see Madison Hiveminds drive Nike’s e-commerce business through digital media, with the agency handling media strategy and execution for the sportswear major’s online commerce initiatives.
The account win comes as Nike places greater emphasis on its digital and marketplace-led business in India. In February 2026, Nykaa Fashion announced a strategic partnership with Nike under which it would operate Nike.in and the Nike Commerce App in India. The arrangement covers digital marketing, fulfilment and customer experience.
The agency that previously handled Nike’s specific e-commerce media mandate could not be independently confirmed. Nike has, however, historically worked with Mindshare for media in India. An earlier profile of the brand also listed JWT Bangalore as its creative agency and 22feet as its social and digital partner.
The India mandate comes against the backdrop of a broader increase in Nike’s global marketing investment. The company’s marketing spend is expected to cross $5 billion in 2026, up from $4.68 billion in fiscal 2025
The higher spending comes as Nike looks to regain momentum amid growing competition from brands such as On and Hoka. The company’s increased focus on marketing also underlines the importance of strengthening its consumer connection across digital and direct-to-consumer channels.
For Madison Hiveminds, the Nike win adds another major global brand to its digital-focused portfolio. The agency operates across performance marketing, search, social, programmatic, analytics and e-commerce, positioning the mandate squarely within its core capabilities.
Madison Hiveminds became a wholly owned subsidiary of Madison World in 2025 after the advertising group acquired the remaining stake in the agency. Hiveminds had initially joined the Madison Group in 2017.
The latest account win also reflects Madison World’s broader push into digital and commerce-led advertising as brands increasingly look beyond traditional media to drive measurable online sales.
For Nike, meanwhile, e-commerce is becoming an increasingly important part of its consumer engagement and direct-to-consumer strategy, both in India and globally. With its online storefronts and marketplace presence gaining greater attention, the sportswear giant is looking to make every digital touchpoint count.
