Interview: Nisha Lulla – Co-Founder of Superkicks, India’s premium sneaker and streetwear store

An interview with Nisha Lulla – Co-Founder of Superkicks, India’s premium sneaker and streetwear store

Welcome to an insightful interview with Nisha Lulla, the Co-Founder of Superkicks. She has revolutionized India’s sneaker and streetwear scene with a commitment to authenticity and style. Her visionary approach has positioned Superkicks as the go-to destination for enthusiasts seeking cutting-edge footwear and fashion.

Can you share with us your journey and how you decided to join Superkicks?

Nisha Lulla: For starters, I come from a family of entrepreneurs, which naturally inclined me towards business. My partner in life and business, Sangeet, also has a background in the shoe business. Growing up in the vibrant city of Mumbai, I developed a huge passion for dancing and even worked as a dance choreographer and Zumba instructor.

All of these experiences culminated in recognizing a significant gap in the sneaker market in India. We noticed that many people were either traveling abroad or asking others to bring sneakers back for them. This observation led us to found Superkicks, aiming to meet the growing demand for quality sneakers within the country

As for my position at Superkicks, I am the Co-founder and Marketing Director for the brand. I have a huge passion for advertising and creative marketing, which stems from my previous experience in an advertising role. Alongside this, I also worked as a dance choreographer and Zumba instructor.

I oversee the larger campaigns for the brand, with a particular focus on aesthetics, brand language, and brand activations. Initially, when we launched the brand with just one store, I personally handled all the marketing communications. Over the past few years, we have built a comprehensive marketing ecosystem. Now, we have team members who manage everything from campaigns and events to our culture pieces for the brand.

Could you describe Superkicks unique selling proposition (USP) within your industry?

Nisha Lulla: Business/Brand Perspective: At Superkicks, we pride ourselves on offering something for everyone. Whether you’re a hardcore sneakerhead or someone looking to purchase their first pair on a budget, Superkicks provides a brilliant curation of products.

We are currently recognized as a lifestyle and sneaker retailer in India, offering a range of international streetwear brands, our own Superkicks labels, and accessories.

We stock household sneaker brands and also introduce brands that have not yet entered the Indian market, such as Saucony and Ylati. Additionally, we support homegrown brands like Thaely and Label Nain, showcasing a diverse selection that caters to various tastes and preferences.

Cultural & Community Perspective: From a cultural and community angle, Superkicks believes in tapping into local communities and storytelling. We integrate our campaigns with people and groups who are both unique and part of everyday life.

Our social media handles feature a lot of editorial pieces around collaborations with local musicians, graffiti artists, fashion influencers, and even ex-Indian Olympian swimmers.We also collaborate with Indian artists to create exclusive Superkicks apparel, further embedding ourselves in the cultural fabric of our community.

Future vision and expansion plans of the brand?

Nisha Lulla: Currently, we are revamping our first store in Mumbai to create a better experience centre on our home turf. We aim to offer enhanced retail popup activations in markets that lack access to these products and brands.

From a product expansion point of view, this year, we’re expanding our apparel line by introducing cut-and-sew styles and more elevated clothing options. While maintaining our basics and functional wear, we’re adding daily wear Oxford shirts and casual workwear pants with streetwear inspiration.

In 2022, we launched the Superkicks jewellery collection, “Modern Meditation,” featuring silver fidgetable jewellery. We plan to expand this range with accessories like unisex caps, earrings, bracelets, and pendants. Our latest addition, the Superkicks crew socks, have been a customer favourite due to their color range and premium quality.

We’re exploring new categories, potentially through collaborations, such as sunglasses and retro-inspired watches. Additionally, we are prototyping functional bags for everyday use and sneakers, along with our in-house colored tote bags available on our website.

we are also ever looking at introducing more unique and quality brands to our consumers – we recently introduced british luxury brand called represent, which is a Manchester brand and is exclusive to superkicks in india, we further also introduced Japanese denim brand called – FDMTL

In what ways do you stay updated with the latest trends and developments in your industry to ensure the brand remains competitive?

Traveling keeps us up-to-date with news from our brand partners. I frequently visit sneaker and cultural events worldwide to stay informed and explore new brands that could add value to Superkicks.

I also attend marketing conferences and follow various brand content and content creators. Additionally, I make it a point to attend trade shows alongside our product team to understand upcoming product trends and plan ahead.

Can you discuss any challenges you’ve faced in marketing and how you’ve overcome them?

Nisha Lulla: Primarily, I plan well in advance to avoid challenges, but some are unforeseen and unexpected. For example, during the COVID-19 pandemic, we faced significant challenges as our studio and shoot team were apart.

However, we adapted by finding innovative ways to create content within our individual workspaces. We conducted shoots ourselves and partnered with content creators from home to keep our audience engaged.

How do Superkicks implement ethical practices?

Nisha Lulla: When it comes to ethical practices, transparency is paramount in our product drops. With the high demand for our super limited edition releases, we used to conduct live raffles, ensuring fairness to all our consumers by allowing them to see their place in line for a chance to purchase these sought-after products.

In terms of CSR activations, every holiday season, we organize a sneaker and footwear donation drive across our stores. Encouraging our consumers to donate their pre-loved footwear to those in need, we, as a brand, refurbish them through our in-house sneaker cleaning facility and partner with organisations to ensure their distribution.

Furthermore, we provide a platform for athletes by endorsing and supplying performance products to upcoming talents who lack access to such resources. We also collaborate with them on content creation, offering them a spotlight entirely covered by us

When it comes to sustainability, we are dedicated to playing our part for the environment. We’ve implemented a system to ensure our packaging is made from sustainable and recyclable materials.

By collaborating with the right vendors, we’ve also ensured that our store setups promote sustainability, such as offering reusable glass water bottles. Additionally, our product offerings include sustainable brands like Thaely, which are entirely made from recyclable materials.

What are your success tips for young and aspiring entrepreneurs?

Nisha Lulla: Planning is essential; it’s the first step to initiating any process. Without a plan, there’s no actionable path forward. However, it’s equally crucial to start implementing that plan. Action is what sets the plan in motion and propels it forward. Consistency is key.

Avoid getting caught up in the pursuit of perfectionism; instead, focus on consistent progress. Keep moving forward and working through the process, even if things aren’t perfect. Building a strong team is vital.

Look for individuals who will treat your brand with the same care and dedication as you do. Surround yourself with people who are committed to the brand’s success and share your vision

Nisha Lulla’s leadership at Superkicks epitomizes innovation and passion in the realm of sneaker culture. With a dedication to quality and customer experience, she continues to shape trends and redefine urban fashion in India and beyond.

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