In a major strategic shift for India’s athleisure market, Nike has officially partnered with Nykaa to manage its direct-to-consumer (D2C) digital operations. Starting February 2026, Nykaa Fashion Limited will handle all transactions and logistics for Nike.com and the Nike App within India.
The move marks the end of Nike’s self-managed “Singapore-hub” model for India, replacing it with a localized, high-speed retail experience powered by Nykaa’s logistics network.
1. The Relaunch: What’s Changing?
As part of the transition, Nike.com and the Nike App underwent a brief “timeout” on January 30, 2026, to migrate systems. When the platforms relaunch in February, users will notice significant changes to the shopping experience.
- Faster Shipping: Metro cities will now see two-day delivery, while the rest of India will be covered within four days—a massive improvement over previous international shipping timelines.
- Free Shipping & Exchanges: All orders will now qualify for free shipping. Additionally, Nykaa will offer free exchanges on the same product, a feature previously complicated by cross-border logistics.
- New User Profiles: Existing Nike Member logins for the website and app will no longer function. Users must create a new profile through the Nykaa-managed portal.
- Service Discontinuations: In a move that has upset some “sneakerheads,” the custom Nike By You service and SNKRS Web will no longer be available in the Indian market.
2. Why Nykaa? The Local Partner Advantage
Nike’s decision to tap Nykaa follows a broader trend of global giants utilizing local “powerhouses” to navigate India’s complex e-commerce regulations and logistics.
| Feature | Old Model (Direct) | New Model (via Nykaa) |
| Warehouse | Singapore-based | India-based (Nykaa Network) |
| Delivery Time | 7–14 Days | 2–4 Days |
| Customer Support | Global | Localized (Nykaa Helpdesk) |
| Customization | Available (Nike By You) | Discontinued |
3. What Stays the Same?
Despite the change in the shopping portal, Nike’s fitness ecosystem remains intact:
- NTC & NRC: The Nike Training Club and Nike Running Club apps will continue to function as they do today. Existing member logins for these apps remain unchanged.
- Curated Collections: The product catalog will continue to feature the latest global performance apparel and footwear, tailored specifically for Indian athletes.
4. Strategic Context: Athleisure Wars 2026
The partnership is a massive “win” for Nykaa, which has been aggressively expanding its fashion and premium segment to compete with Reliance Retail and Myntra.
- Credibility Boost: Managing the D2C operations for the world’s largest sportswear brand solidifies Nykaa’s position as the “trusted partner” for global premium brands.
- Data Goldmine: Nykaa will now have direct access to the shopping habits of India’s most affluent fitness enthusiasts, allowing for better cross-selling with its existing beauty and wellness categories.
Conclusion: A Trade-off for Speed
The Nike-Nykaa deal is a classic trade-off: Indian consumers lose access to premium customization (Nike By You) and the global SNKRS launchpad, but gain the convenience of free, ultra-fast shipping and easy returns. For Nike, the move solves a decade-long “last-mile” headache, allowing it to finally compete on delivery speed with local and rival global brands.
