Nisha Lulla: From Dance Floors to Sneakerhead Paradise

Nisha Lulla, the co-founder of Superkicks, isn't your typical footwear entrepreneur. Her journey to building a haven for sneaker lovers in India is a testament to her entrepreneurial spirit and the ability to adapt to changing passions.

A Spark Ignited at a Trade Show

The idea for Superkicks originated at a seemingly ordinary trade show. Lulla, alongside her husband Sangeet Paryani whose family owns the Adidas master franchise in Rajasthan, witnessed a specific sneaker model unavailable at regular Adidas outlets. This revelation sparked a realization – a clear gap existed in the market for specialized sneaker stores.

Inspired by this discovery, Lulla and Paryani embarked on a mission to bridge this gap. In 2018, Superkicks was born, offering a curated selection of globally renowned sneakers and premium apparel across Mumbai, Delhi, Bengaluru, Hyderabad, and Jaipur.

A Gateway to Global Sneaker Culture

Superkicks goes beyond just selling shoes. It's a platform for sneaker enthusiasts to immerse themselves in global sneaker and streetwear culture. Their shelves boast a lineup of coveted brands like Nike NSW, Adidas Originals, Puma Sportstyle, Asics Lifestyle, and New Balance. From iconic classics like the Adidas Samba and Nike Air Max to contemporary designs, Superkicks caters to diverse tastes.

Beyond Sneakers: A Touch of Luxury

The experience doesn't end with sneakers. Superkicks offers a carefully curated selection of exclusive apparel brands catering to premium and luxury preferences. Represent Clo, Sporty and Rich, FDMTL – these names represent the pinnacle of streetwear and elevated casual wear. With plans to expand their in-house apparel line, Superkicks is constantly evolving to meet the needs of their discerning clientele.

Building Trust: The Power of Omnichannel Retail

Understanding the importance of customer trust, Lulla and Paryani opted for a brick-and-mortar first approach. While the pandemic accelerated their online presence, Superkicks remains an "offline-first" brand. They believe their physical stores foster trust, translating into a thriving online marketplace.

An Unexpected Entrepreneur

Lulla's entrepreneurial journey wasn't a straight line. Born and raised in Mumbai, she came from a family without a business background. Despite this, her creative spirit led her to a BCom degree and an advertising diploma. However, a stint at Ogilvy ignited a desire for independence, laying the groundwork for her future ventures.

From Dance to Business: Building a Network

Before Superkicks, Lulla's passion for dance translated into running a successful dance academy. This experience, though seemingly unrelated, proved invaluable. Her years in dance fostered a strong network that came in handy when launching Superkicks. These connections helped build a loyal customer base from the very beginning.

Challenges and Lessons Learned

Leading a dance studio pales in comparison to the complexities of running a business like Superkicks. Lulla highlights the steep learning curve involved in managing diverse teams across marketing, photography, and HR.

However, her journey hasn't been marred by gender-based hurdles. While maintaining a work-life balance initially proved challenging, Lulla and Paryani have learned to set boundaries for a healthier work environment.

Nisha Lulla's story is an inspiration for aspiring entrepreneurs. It demonstrates the power of following your passion, embracing challenges, and adapting to changing landscapes. Superkicks, under her leadership, has become more than just a store. It's a thriving community for sneaker enthusiasts and a testament to Lulla's remarkable entrepreneurial spirit.