Sangeet Paryani, CEO and Founders of Superkicks
What inspired you to launch Superkicks, and how did you spot the gap in the sneaker market that you aimed to fill?
Back in 2018, sneaker culture in India was growing, but access was a problem. People wanted the good stuff, but either they couldn't get their hands on it, or the experience of buying sneakers felt too transactional. We saw an opportunity to change that. Superkicks was built to be more than just a store-it's a space where sneakers, culture, and community come together. We wanted to give people the right product, the right experience, and a brand they could connect with.
Can you tell us about the concept behind Air.Wav and what led you to create this music-driven initiative?
Music and sneakers have always been connected. Hip-hop, punk, electronic-you look at any cultural movement that shaped sneaker culture, and music is right there with it. Air.Wav is our way of bringing that connection to life in India. We didn't want to just do another campaign; we wanted to create something that actually added value to the culture. Air.Wav is about giving independent artists a platform, making something people actually want to listen to, and tying it all back to what Superkicks stands for.
What was your vision behind collaborating with artists like RAK, Tienas, and Feni Fina for Air.Wav? How does the music track tie into the overall campaign concept?
When we started Air.Wav, the idea was to work with artists who truly represent the underground music scene here. RAK, Tienas, and Feni Fina bring different sounds and styles, but what connects them is that raw, independent energy. That's what sneaker culture is about too-self-expression, doing your own thing, pushing boundaries. The track is a reflection of that. It's not just a brand collab; it's a proper track that stands on its own.
How do you stay connected with your customer base and integrate their feedback into Superkicks' offerings and campaigns like Air.Wav?
We don't overcomplicate it-we just listen. Whether it's through in-store conversations, social media, or just hanging out at events, we stay tapped into what people are into. If they're asking for certain drops, we try to bring them in. If they're reacting to a certain kind of content, we double down on it. Air.Wav came from that same mindset. People in our community care about music, and they care about culture, so we made something that speaks to them. It's all about keeping things real and relevant.
What were some of the biggest challenges you faced while growing Superkicks, and how did you overcome them?
The biggest challenge was access-getting the right products into the country and making sure we had enough stock to meet demand. Then, there was the challenge of changing how people saw sneaker culture. In the early days, people still looked at sneakers as just sports shoes. We had to shift that mindset, show them that it's about more than just function-it's fashion, it's art, it's identity. We stuck to our vision, built the right relationships, and over time, things started to click.
What sets Superkicks apart from other sneaker retailers in a crowded market?
We're not just selling sneakers; we're shaping culture. A lot of stores can get you a pair of shoes, but what we do is create an experience around it-through our stores, our content, our collaborations. We focus on storytelling, on community, on making sure Superkicks is a brand that actually means something. That's what sets us apart.
What are some of the key milestones Superkicks has achieved since its inception that you are particularly proud of?
There have been many milestones-expanding to multiple cities, securing exclusive global drops, and building a real sneaker community in India. But for me, the biggest win is seeing people walk into our stores and feel like they belong, whether they're OG sneakerheads or buying their first pair. From our first collab with FILA to opening our fifth store in Mumbai, every step has been a milestone. This year, we're pushing further with more collaborations and the reopening of our new and improved store in Mumbai.
Where do you see Superkicks heading in the next few years, and what are your future plans for growth?
Bigger, better, and always evolving. We'll continue expanding, bringing in more brands, curating more experiences, and finding new ways to push sneaker culture forward in India. Whether it's through collaborations, new formats, or just elevating what we already do, the goal is simple-keep building, keep growing, and keep making Superkicks the go-to destination for sneaker culture in India.
