Superkicks Inside Story: Building a Community-Driven Sneaker Business in India

From curated sneaker collections to accessories and limited-edition drops, the platform has consistently catered to evolving consumer preferences and market trends. Superkicks has built its identity around culture, creativity, and community engagement. Founded by Sangeet Paryani, the brand has strengthened its presence through exclusive launches, carefully selected product offerings, and community-led experiences that connect with today’s youth.

With five stores across India and a steadily growing digital presence, Superkicks is positioning itself not only as a retail destination but also as a cultural platform within the country’s sneaker ecosystem.

As Sangeet Paryani stated, “When I started, it was a mix of a retail store with a unique product offering. But also mixed with being a community platform or building a community was sort of the get-go strategy for us. It was a mix of both. But over the last 8 years, our gears also started shifting probably 2-3 years into Superkicks, where we also wanted to have some kind of a cultural impact.”

The Growth Story

As sneaker culture continues to evolve, shoppers are increasingly gravitating toward silhouettes that not only look fashionable but also offer all-day wearability and versatility for everyday lifestyles.

Recognizing this shift in consumer behavior, Superkicks has been steadily curating product offerings that align with the changing preferences of modern sneaker enthusiasts. According to Sangeet Paryani, the running lifestyle category is currently witnessing the strongest demand across the platform.

Sangeet Paryani commented, “People are not just looking for good-looking shoes, but they are also looking for comfortable shoes. And the running lifestyle segment has the best of both worlds, where you're looking at some comfortable shoes but also good-looking.”

Consumers today are seeking sneakers that can transition effortlessly across multiple occasions — from casual outings and travel to work and daily wear. 

Sangeet further explained that many classic running silhouettes that were once primarily associated with sports are now making a strong comeback as fashion-forward lifestyle products. “We primarily focus on lifestyle shoes. Running silhouettes that were once extremely popular have now made a comeback in a more lifestyle-oriented way, and we are bringing those styles to consumers through Superkicks. These silhouettes are performing really well because they offer everyday comfort while still being stylish and visually appealing sneakers,” he added.

Where Physical Retail Meets Digital Culture

For any brand prevailing in any sector, balancing the physical and digital presence is quite a task; both worlds have their own challenges, the major point is to keep the balance between both. As Sangeet mentioned, “Honestly, balancing offline retail and e-commerce is challenging because both come with their own complexities. Online customer acquisition costs are extremely high today, and acquiring every customer requires significant spending on ads.”

“At the same time, offline retail has its own challenges — from finding the right store location and maintaining operational costs to ensuring enough visibility for customer footfall,” Sangeet added.

Surge Around Limited Releases

Limited edition drops are always on trend and in high demand, and as a brand that claims to offer what’s always on the run, managing the demand and supply cycle is as challenging as Sangeet stated, “I think the biggest challenge is logistics. Whenever we launch a product with very high demand, the demand usually outweighs the supply by almost 100 times.” 

He further explained, “You have to be prepared in terms of crowd management and ensuring that people remain calm and follow the rules so that the experience remains fair for everyone. The most important thing in such situations is transparency.” 

Superkicks’ Most Successful Collaborations

Collaborations have become an important part of Superkicks’ growth journey, helping the brand strengthen its cultural relevance within India’s evolving sneaker ecosystem. The company’s collaborations are not just product-led launches but storytelling-driven projects that connect global sneaker culture with local narratives. 

“Recently, we collaborated with Puma on the Puma Palermo Jamu, which was launched in two colorways — Berry and Stained. Before that, we had also collaborated with Fila back in 2019,” said Paryani.

He further explained that collaborations have now evolved into a powerful way for brands to build deeper emotional connections with consumers while strengthening community engagement within the sneaker space.

The Road Ahead for Superkicks

As Superkicks looks toward its next phase of growth, the company is focusing on a combination of selective retail expansion and strengthening its in-house apparel business. The brand plans to open a few more stores over the next couple of years while continuing to build deeper connections with India’s growing sneaker and streetwear community.  

“Over the next few years, we want to open two to three more stores, especially in energetic cities like Pune and Surat, where the culture and consumer interest are growing really well,” Paryani concluded.

Beyond physical retail expansion, Superkicks is also placing strong emphasis on scaling its own apparel line, which the company introduced a few years ago. The category presents significant long-term growth opportunities for the brand.

Currently, Superkicks operates five stores across Mumbai, Bengaluru, Delhi, Hyderabad, and Jaipur, while continuing to strengthen its position within India’s evolving sneaker and streetwear landscape.