Superkicks partners with Toms for in-store experience

By

Isabelle Crossley

Published
May 30, 2023

Multi-brand streetwear retailer Superkicks partnered with footwear brand Toms to launch ‘The Gamma Lab’ at its store in New Delhi. The event was designed to offer interactive experiences and celebrate the launch of Toms’ new ‘Gamma’ range.

Superkicks’ ‘Gamma Lab’ launched Toms’ Gamma range in New Delhi and brought together a group of the city’s creatives for an evening of fashion, music, food, and cocktails, the business announced in a press release. The event had a futuristic theme and featured information on sustainability to tie into the sustainable materials used in Toms’ Gamma range. 
 
“Jimmy’s Cocktails and Smoke Lab were on board as the beverage and alcohol partners respectively along with Burgerama taking care of our food cravings,” announced Superkicks in a press release. “From the bar serving some exciting blends of cocktails, the ‘bytes by Burgerama’ living up to our food cravings to DJ Priyum keeping us hooked with her groovy music. All of this combined is what made the secret lab aka the basement a lit place to be at. All in all, the notion and vision behind this futuristic backyard lab was to transport you into a new world altogether.”

Sangeet Paryani and Nisha Lulla Paryani launched Superkicks to promote sneaker and streetwear culture in India and bring international brands to the country. Superkicks now has stores in Guwahati, Mumbai, Delhi, and Bengaluru and also runs a dedicated e-commerce store.