Sneaker culture has evolved from being about comfort to becoming a movement, thanks to Millennials and Gen Zs for turning it into a hype.

In a recent episode of the BBETTER Presents Products of Future podcast, Bhagyashree Bhansali engaged with the founders of Sneaker Cafe Mumbai, Sanjay Bishnoi, Rahul Purohit, and Arun Choudhary, for a compelling conversation on sneaker culture, resale markets, celebrity influence, and the future of the industry in India.

The Battle Between Local and Global Brands

India’s sneaker market is currently dominated by global brands such as Nike, Adidas, and Puma. Their legacy and global recognition create a high entry barrier for local players. However, as Indian athletes and influencers rise in prominence, there’s growing potential for homegrown brands.

“There will be a day when Indian celebrities and sportsmen will be huge. So that market will be there,” said Sanjay.

The vision is not merely to challenge existing giants but to create an entirely new space, where Indian entrepreneurs and celebrities develop fresh, local brands that resonate with Indian consumers.

Personalisation and Streetwear Identity

Another emerging trend is personalisation. Indian artists are increasingly customizing sneakers for consumers looking for unique designs that reflect their personality. This trend is transforming sneakers into wearable expressions of individuality.

“If you are creative enough, then only you can get your own personalised sneaker and that’s something you cannot go wrong with,” said Rahul.

Though more expensive, customised sneakers offer exclusivity and artistic value that mass-produced footwear simply cannot match.

Resale Market and Hype Culture

The resale market is booming worldwide, and Gen Zs in India are also catching up. According to Rahul, their brand has barely tapped into 5% of its potential in this segment.

Arun notes that social media platforms like Instagram have turned sneakers into aspirational items. Gen Zs, prioritize limited-edition sneakers for their cultural and social currency. It’s the social media that has created the hype.

“Gen Zs are very smart. Also, they are influenced by Indian brands. They support them a lot,” he said.

While resale sneakers can serve as investment pieces, their social appeal remain the primary motivation for consumers.

The Celebrity Influence

In Western markets, celebrities like Travis Scott and Kanye West have revolutionized sneaker culture through high-profile collaborations. However, India lacks a Gen Z cultural icon with the same influence. According to Rahul Purohit, Indian celebrities tend to follow rather than set trends, often influenced by their younger audiences. They want to stay relevant amongst Gen Zs.

“Celebrities are wearing because of the Gen Zs… We only have millennials or the older generation who are very famous,” said Rahul.

Despite this, there is potential for Indian celebrities to step into the sneaker space. Sanjay Bishnoi believes sport-based collaborations, especially with cricket stars like Virat Kohli or rising football players could lead the charge, similar to Jordan’s iconic impact internationally.

Community-Driven Growth

One unique aspect of India’s sneaker evolution is the emphasis on community building. Sneaker Cafe Mumbai has been conducting events ranging from FIFA gaming tournaments and stand-up comedy to movie screenings. These experiences cultivate a culture around sneakers rather than just selling products. People come together, communicate and find a space of likeminded people.

“We give space to artists at no cost… Our concept is to create a community,” Sanjay explained.

This approach allows deeper brand-consumer connections, offering something online selling lacks, a sense of belonging. Also, people can go to the store and ask why they are given a fake pair.

Sustainability and Conscious Consumerism

Sustainability is gaining traction within sneaker culture. The resale market promotes reuse and reduces waste, aligning with eco-conscious values. More consumers are open to thrifting, not due to financial limitations, but as a conscious lifestyle choice.

“People are more open to thrifting. It’s not like they cannot afford it; it’s just that they choose to reuse,” said Rahul.

Leading sneaker brands are also incorporating recycled materials and sustainable production methods, ensuring that eco-consciousness remains a central focus.

Fighting Counterfeits

The rise in sneaker demand has also given rise to counterfeit markets. From stitching patterns to the sound of the sole, identifying real from fake has become a critical skill.

“If it sounds like a watermelon, it’s real. If it sounds like a coconut, it’s fake,” said Rahul, referring to one of the quirky but useful tricks. He also mentioned that one cannot solely rely on these tricks, but they are useful in identifying real and fake pair of shoes.

Apps like CheckCheck aid in authenticity verification but buying from reputed resellers or physical retailers remains the safest option.

A New Generation of Sneakerheads

Sneaker culture in India is not just driven by millennials and Gen Z, those under 18 are also becoming highly engaged. Their interest often lies in the stories behind the sneakers.

“They are very specific about the history of the sneaker. They want to relate to the pair,” said Sanjay.

A notable example is the Messi Sambas, which, despite not launching in India, garnered attention because of their connection to football legend Lionel Messi. For many young fans, sneakers are a reflection of identity and passion, not just fashion.

Looking Ahead

Sneaker culture in India is at an inflection point. With the rise of homegrown brands, increased collaborations, and a growing sense of community, the future is promising. The industry’s next phase will be shaped by values like sustainability, authenticity, and self-expression.

More than just footwear, sneakers are fast becoming symbols of culture, individuality, and shared experiences. As India continues to embrace this movement, it’s clear that sneaker culture is not just here to stay but it’s only getting started.

You can watch the full episode on Youtube.

here’s the link for you.

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