A Real-Time Look at the Boycott’s Rise
The boycott began gaining traction on the morning of 15 June, with mentions spiking dramatically that afternoon. According to Visibrain data, the highest peak occurred on the evening of 15 June, when the campaign reached nearly 2,000 mentions per hour. Activity remained high over the next several days, driven by national sentiment, political commentary and influencer-led amplification.
In total, more than 136,000 mentions were recorded across just X, Instagram and LinkedIn between 14 and 20 June. This rapid escalation shows how quickly a brand can find itself at the centre of a digital backlash, even when the product is locally inspired and well-intentioned. With real-time monitoring as well as alerts in case of unusual activity, teams can immediately spot surges like these and assess whether they’re isolated or building into a broader crisis.
The Language of Outrage: Expressions Behind #BoycottNike
The expressions cloud paints a vivid picture of the emotions and narratives driving the boycott. Terms like “shame,” “propaganda,” “our sensitivities” and “hate India” show that the reaction went far beyond product criticism—it tapped into questions of national identity and respect. The partnership with NorBlack NorWhite and the involvement of a Bangladeshi influencer are central to the conversation, as seen in frequent mentions of both brands and phrases like “our money,” “Indian interests” and “Nike x Indian brand collaboration.”
Geopolitical references such as “Kashmir,” “Jammu,” and “Operation Sindoor” signal how quickly the discourse moved into emotionally charged territory. For brands, this illustrates the importance of understanding not just what they’re launching, but who is associated with it, and how those choices might be perceived in local cultural and political contexts. Visibrain’s expressions analysis offers the nuance needed to catch those signals early.
A Closer Look at the Sentiment Behind the Backlash
With 28.5% of mentions classified as negative, the backlash to Nike’s campaign represents a comparatively high level of criticism for a brand launch. From calls to boycott the company to expressions of national frustration, the tone of the conversation was emotionally charged. While the majority of mentions remained neutral, there was a clear and vocal segment of users driving the outrage.
The Voices That Drove the Conversation
Some of the most widely shared posts during the boycott came from users expressing strong nationalist sentiment. On X, several high-engagement tweets framed the collaboration as anti-India, with one reworking Nike’s slogan to “Just Boycott It.” Others accused the brand of enabling anti-Hindu or anti-national narratives, urging mass consumer action in response. A common thread across top-performing posts was the perception that Nike had disrespected Indian identity while seeking to profit from the Indian market.
On LinkedIn, the conversation took a more reflective tone. Some top posts explored the marketing implications of the backlash, questioning Nike’s judgement in campaign partnerships. Others expressed disappointment that what could have been a landmark moment for Indian design and representation had been overshadowed by controversy. While the sentiment remained critical, the platform also surfaced more nuanced takes—highlighting the tension between cultural celebration and political sensitivity in brand storytelling.
How Brands Can Stay Ahead of Online Crises
Brands today operate in a landscape where a single post can trigger a wave of backlash within hours. That’s why early detection is essential. With Visibrain, brands receive real-time alerts as soon as a topic begins to gain traction, making it possible to act before a crisis escalates. Whether it’s a sudden spike in mentions, a shift in sentiment, or an emerging narrative, Visibrain helps teams spot the warning signs and respond with speed and clarity.
For more on how to manage reputational risk effectively, we spoke to crisis communication specialist Irene Proto, who advises brands across Europe on how to navigate PR crises in the digital age. You can read the full interview here for insights on what to say, when to act, and how to rebuild trust when things go wrong.
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