An interview with Sangeet Paryani, CEO and Founder of Superkicks
In the dynamic world of sneaker culture, Sangeet Paryani, CEO and Founder of Superkicks, stands out as a visionary leader.
With a passion for footwear and a keen understanding of market trends, he has transformed Superkicks into a go-to destination for sneaker enthusiasts.
In this interview, Sangeet shares insights into his entrepreneurial journey, the brand’s innovative strategies, and his vision for the future of sneaker retail.
What motivated you to start Superkicks, and how did you identify the gap in the sneaker market?
Sangeet Paryani: Superkicks started out of pure passion. Back in 2018, sneaker culture in India was growing, but access to premium, authentic sneakers was still limited.
We saw people going through resellers or struggling to get their hands on global releases. That’s when we realized there was a gap—India needed a dedicated space that wasn’t just a store, but a cultural hub for sneakerheads.
How has the sneaker industry evolved in recent years, particularly in terms of consumer preferences?
Sangeet Paryani: It’s grown massively. Earlier, sneaker culture in India was niche—now it’s mainstream. People are more aware, they want exclusive collaborations, and they care about storytelling behind a shoe.
There’s also a shift in how sneakers are worn—it’s not just about streetwear anymore; sneakers are blending into luxury, workwear, and even ethnic fits.
Please tell us about Air.Wav and how you came up with the idea?
Sangeet Paryani: Air.Wav was born from our love for both sneakers and music. Music has always been intertwined with sneaker culture, and we wanted to create something that merges the two.
The idea was simple—celebrate creativity by giving artists a platform, while also tying it back to sneaker culture in an authentic way.
Tell us about the artist and the music track. What was the concept behind the campaign?
Sangeet Paryani: For Air.Wav, we collaborated with artists who bring a unique sound and a strong cultural presence.
At the heart of the project are three talented rappers—RAK, Tienas, and Feni Fina—alongside visionary producers Dhiraaj and 3BHK, coming together to push sonic boundaries.
The concept is rooted in self-expression—just as sneakers reflect personal style, music is an extension of individuality.
We wanted this project to feel fresh, experimental, and true to both the artists and the culture. The track is a celebration of linguistic diversity, blending English, Marathi, and Tamil, representing the different voices shaping India’s underground music scene.
Air.Wav is India’s first sneaker-store-led music project, but it’s not about sneakers—it’s about the deeper intersection of music, fashion, and subcultures.
At Superkicks, sneaker culture has always been at the core of our ethos, and this project is a tribute to that.
The Air Max line has long been a staple in music scenes across the UK, US, and beyond, with deep roots in hip-hop, grime, and underground movements.
Launching Air.Wav on March 26th—Air Max Day—felt like the perfect way to honor that connection, celebrating both the sneaker and the cultural moments it has inspired.
Can you share some of the biggest challenges you faced while building Superkicks?
Sangeet Paryani: Building something new in a market that’s still evolving is never easy. Getting global brands to see India as a serious sneaker market was a challenge in the early days.
Logistics, inventory, and pricing were also hurdles. But the biggest one was probably changing consumer perception—convincing people that sneakers aren’t just shoes, they’re a statement.
What strategies do you use to differentiate Superkicks from other sneaker retailers?
Sangeet Paryani: We don’t just sell sneakers—we build culture. Superkicks isn’t about transactions; it’s about experiences.
We focus on storytelling, community-driven events, collaborations, and making sure our stores feel like a space where sneakerheads and newcomers alike can engage with the culture.
How do you approach sustainability and ethical practices within your business model?
Sangeet Paryani: Sustainability is something we take seriously. From biodegradable packaging to banning plastic bags in our stores, we’ve been making conscious choices.
We also encourage customers to think about responsible consumption—whether it’s through upcycled collections or refurbishing old sneakers for those in need.
What role does technology play in your operations and customer engagement?
Sangeet Paryani: Tech helps us stay ahead—whether it’s streamlining our online experience, improving logistics, or creating engaging digital content.
Social media plays a huge role in connecting with our community, and we’re always looking at new ways to enhance that interaction.
Can you discuss any memorable milestones or achievements for Superkicks since its inception?
Sangeet Paryani: Launching our first store was a huge moment, but beyond that, seeing how the community has grown is what stands out the most.
Every successful collaboration, every event that brings people together, every time we drop something and see real excitement—it all feels like a win.
How do you envision the future of Superkicks in the next few years?
Sangeet Paryani: We want to keep pushing boundaries. More stores, deeper community engagement, stronger collaborations, and maybe even our own product line someday—who knows?
The goal is to keep evolving while staying true to what made Superkicks special in the first place.
What advice would you give to aspiring entrepreneurs in the retail and fashion industry?
Sangeet Paryani: Be patient, be adaptable, and most importantly, be authentic. Trends will come and go, but building something real takes time.
Understand your audience, stay connected to culture, and never lose the passion that made you start in the first place.
How do you stay connected with your customer base and incorporate their feedback into your offerings?
Sangeet Paryani: We listen. Whether it’s through social media, in-store interactions, or just paying attention to what the community is talking about, we always keep our ears open. Our customers shape Superkicks as much as we do, and that’s how it should be.
As Superkicks continues to redefine the sneaker shopping experience, Sangeet Paryani’s commitment to quality, community, and sustainability shines through. His journey exemplifies the power of passion and innovation in building a successful brand.
With exciting plans on the horizon, Sangeet’s leadership promises to keep Superkicks at the forefront of the sneaker industry, inspiring the next generation of sneaker lovers.
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