Contemporary Indian lifestyle brand Nicobar has launched ‘Off the Turf,’ a collaboration with the Indian Women’s Hockey Team that looks beyond the players’ sporting identities to spotlight their personalities, camaraderie and lives away from the field.
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Positioned as an intimate portrait rather than a performance-led campaign, the initiative captures moments between training and competition. Nicobar plans to extend it through films, portraits and behind-the-scenes content across its digital platforms in the coming weeks.
The collaboration features team members including captain Salima Tete, Shilpi Dabas, Navneet Kaur, Savita, Lalremsiami, Jyoti and Nikki Pradhan, placing them in Nicobar clothing and everyday settings rather than match-day imagery, with the players’ personalities and relationships forming the creative focus.
Nicobar co-founder and Creative Director Simran Lal said the team’s dynamic stood out through how the players looked out for one another and shared a strong sense of belonging.
Tete said the shoot let the players showcase another side of themselves, with wearing Nicobar on the pitch bringing together sport, style and confidence.
The collaboration arrives at a strong moment for the team, fresh off gold at the FIH Nations Cup and silver at the FIH World Cup Qualifiers, ahead of the FIH Women’s World Cup and Asian Games.
