Abstract
This chapter focuses on Nike advertising in India in order to explore the concept and process of corporation nationalism. The chapter draws upon scholarship from the sociology of sport, advertising and cultural theory, along with Habermas' ideas on the public sphere and public relations, asserting that Nike's strategic use of the relationship between sport, national identity and a particular representation of urban space evokes sentiments of belonging, thus articulating Indian citizenship and consumption. Overall, it contributes to a growing body of literature related to globalisation, sport and corporate nationalism and fills a particular gap with its focus on India.