Nike and Drake are making a notable push to popularize cricket in North America, launching a collaborative apparel line and campaign centered around the sport. The partnership, announced September 11, 2025, aims to introduce cricket to a broader audience, especially in the United States and Canada, leveraging Drake’s cultural influence and Nike’s global reach.
The initiative comes as cricket experiences growing interest in the U.S., fueled by the recent success of major League Cricket (MLC) and the upcoming 2024 T20 World Cup co-hosted by the United States and the West Indies. Nike and Drake’s collaboration seeks to capitalize on this momentum, tapping into a new market and positioning cricket as a fashionable and accessible sport. The collection, available through Nike and Drake’s OVO (October’s Very Own) channels, features apparel inspired by both cricket aesthetics and Drake’s signature style.
Details of the partnership were initially highlighted by SportsVerse, showcasing imagery of the apparel line and the broader campaign. The campaign’s strategy involves associating cricket with contemporary style and celebrity endorsement, a tactic previously successful in elevating other sports. New Balance, Coco Gauff, and Miu Miu have also recently engaged in similar high-profile collaborations within the sports world, demonstrating a broader trend of fashion intersecting with athletics.
The move by Nike and Drake represents a calculated effort to tap into a largely untapped market. While cricket boasts a massive global following-estimated at over 2.5 billion fans-its presence in North America has historically been limited. This collaboration aims to change that, possibly paving the way for increased investment in the sport and broader mainstream acceptance. Further details on the campaign is available at https://sportsverse.substack.com/p/new-balance-coco-gauff-miu-miu-roland-garros.
