Nike has awarded its e-commerce mandate to Madison HiveMinds, the digital and performance marketing arm of Madison World, marking a significant account win as the sportswear giant overhauls its digital commerce strategy in India.

The mandate covers key aspects of Nike’s e-commerce marketing and performance-led commerce activity, with digital commerce, performance optimisation and retail media expected to sit at the core of the engagement.

The win comes at a pivotal moment for Nike in India. In February, the brand moved Nike.com operations to local partner Nykaa, offering a more locally managed model with free shipping, exchanges and faster delivery, while discontinuing Nike By You and SNKRS Web in the country. That partnership has since fed into Nykaa’s premium fashion push, with its fashion business growing 54% in the June quarter and turning EBITDA-positive for the first time.

Nike has also been building out its physical presence, opening its first Nike Rise concept store in Mumbai in June, designed around connected retail experiences rather than pure transactions. The HiveMinds mandate adds a marketing and performance layer to this broader India ecosystem, linking product discovery, retail, consumer data and conversion across channels.

The deal lands as Nike recalibrates its strategy globally under CEO Elliott Hill, moving away from a pure direct-to-consumer push and rebuilding wholesale ties, even as it posts growth in running and continues to face pressure in China and rising competition from brands like On, Hoka and Adidas.

For HiveMinds, the account is a marquee global sports brand win as commerce marketing increasingly converges with media and performance functions.