Published on: September 10, 2026
Madison HiveMinds has secured Nike’s e-commerce media mandate in India, with the account estimated at ₹10–12 crore, according to industry sources.
Under the mandate, HiveMinds will oversee digital media strategy and execution for Nike’s e-commerce business, supporting the sportswear brand’s online commerce growth in the Indian market. The win aligns with the agency’s performance-driven, digital-first positioning and its expertise across search, social, programmatic, analytics and e-commerce.
The appointment comes as Nike continues to strengthen its digital and marketplace-led strategy in India. In February 2026, Nykaa Fashion announced a strategic partnership with Nike to operate Nike.in and the Nike Commerce App, covering areas including digital marketing, fulfilment and customer experience.
Nike’s India e-commerce focus also forms part of a broader global investment push. The brand’s marketing expenditure is projected to exceed $5 billion in 2026, compared with $4.68 billion in fiscal 2025, according to LSEG data cited by Reuters, as Nike works to strengthen its position against emerging competitors such as On and Hoka.
For HiveMinds, the mandate adds another major global brand to its growing portfolio and strengthens its presence in India’s e-commerce and performance marketing landscape.
HiveMinds became a wholly owned subsidiary of Madison World in 2025 after Madison acquired the remaining stake in the agency. It had initially joined the Madison group in 2017. Founded by Jyothirmayee JT, the agency has expanded more than tenfold and is now led by CEO Deepti Bhadauria, who assumed the role as Madison continued efforts to bring brand-building and performance marketing capabilities closer together.
The Nike mandate further highlights HiveMinds’ growing role in the digital commerce ecosystem, as brands increasingly seek partners capable of combining performance marketing, digital media and commerce-focused strategies.
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