HiveMinds bags Nike's e-commerce media mandate, deal pegged at ₹10-12 crore

Madison Hiveminds has landed Nike's e-commerce media mandate in India, an account estimated to be worth ₹10-12 crore, according to sources close to the development.

The mandate will see HiveMinds drive Nike's e-commerce business through digital media, handling strategy and execution around the sportswear giant's online commerce push. It's a fitting addition for an agency that has steadily built its name in performance-led, digital-first advertising, with capabilities spanning search, social, programmatic, analytics and e-commerce.

The timing is notable. Nike has been sharpening its focus on digital and marketplace-led growth in India, a shift that gathered pace earlier this year when Nykaa Fashion announced a strategic partnership with the brand in February 2026 to operate Nike.in and the Nike Commerce App, covering everything from digital marketing to fulfilment and customer experience. The e-commerce mandate going to HiveMinds fits neatly into this larger digital-first playbook.

It also comes against the backdrop of Nike's expanding global marketing muscle. The brand's marketing investment is expected to cross $5 billion in 2026, up from $4.68 billion in fiscal 2025, per LSEG data cited by Reuters, as it looks to reclaim ground against fast-rising challengers like On and Hoka. A mandate in India, then, sits within a much bigger, well-funded push.

For HiveMinds, the Nike win is another strong signal of momentum. The agency became a wholly owned subsidiary of Madison World in 2025, after Madison acquired the remaining stake, having first joined the group back in 2017. Under founder Jyothirmayee JT, the agency scaled more than tenfold, and it now continues its growth story under CEO Deepti Bhadauria, who took over the reins as part of Madison's broader push to integrate brand-building with performance marketing.

Landing a global brand like Nike further rounds out HiveMinds' client portfolio and reinforces its positioning as a serious player in India's e-commerce and performance marketing space, at a time when brands are increasingly leaning on agencies that can move fluently between storytelling and commerce.