Nicobar leverages athlete storytelling in 'Off the Turf' campaign

Contemporary lifestyle brand Nicobar has launched ‘Off the Turf,’ an editorial campaign featuring the Indian Women's Hockey Team, marking a strategic alignment between premium apparel and women's sports in India. Capturing players outside competitive environments, the initiative highlights relaxed, lived-in aesthetics alongside the squad's athletic prominence. The collaboration follows significant international milestones for the team, including gold at the FIH Nations Cup in New Zealand and silver at the FIH World Cup Qualifiers in Hyderabad. ‘Wearing Nicobar on the hockey pitch felt incredibly special, creating a blend of sport, style, and confidence,’ noted Salima Tete, Team Captain.

Commercial positioning and cultural footprint

By deploying narrative storytelling across digital channels and retail touchpoints, Nicobar addresses an expanding market for athleisure-adjacent lifestyle apparel. The campaign leverages growing commercial opportunities across non-cricket sports disciplines, positioning modern Indian design within broader cultural mainstreaming. The squad brings together players from different regions, embodying team unity that aligns with our design sensibility, states Simran Lal, Co-Founder and Creative Director.

Modern Indian lifestyle and retail scale

Established in 2016 in New Delhi, Nicobar manufactures contemporary apparel, home decor, and travel accessories. Operating pan-India retail stores alongside digital e-commerce, the lifestyle brand scales its market footprint through strategic design collaborations, driving consistent revenue growth across core urban markets over its ten-year operating history.