Starting this year's OOPTalks with one of our dearest friends Nisha Lulla, who has helped shape India’s sneaker culture from the ground up, Co-founder of Superkicks — one of India’s premier multi-brand sneaker destinations and a true catalyst for community, culture, and creativity.
A visionary with a sharp eye for detail and a deep understanding of subculture, she has played a pivotal role in building not just a retail space, but a platform where stories, people, and passion for sneakers come together.
OOP: Can you share a little about your journey so far and what led you to co-founding Superkicks, what were those early days like?
Nisha: Honestly, nothing about it was planned. I’ve always just followed what felt right. I started working really early, dancing and choreographing weddings, mostly because I liked being independent and doing my own thing. Superkicks happened after we went to a trade show and realised there were sneakers we loved that just weren’t available in India. That one question kind of spiralled into everything. The early days were very chaotic. We did everything ourselves, spent all our time at the store, figured things out as we went, and hoped for the best.
OOP: Sneaker culture in India has been shaped by early adopters and retailers like Superkicks. When you started, what was your vision for the brand, and how did you hope to shape the culture?
Nisha: We didn’t really sit down and define a big vision. We just knew we didn’t want it to feel like a regular store. It was more about creating a space that felt welcoming, whether you knew sneakers or didn’t. A lot of it was trial and error. We focused on telling people why a shoe mattered, not just selling it, and somehow that clicked.
OOP: How has working so closely with sneaker culture influenced your personal style?
Nisha: It’s made me way more relaxed about style. Comfort is key for me now. I don’t plan outfits. I just wear what feels right that day. Sneakers are a constant, but everything else depends on my mood. Being around sneakers all the time has made me care less about rules and more about feeling like myself.
OOP: What has it been like building Superkicks alongside your husband, did you always imagine working together, or did it happen organically?
Nisha: It happened very organically. I come from a completely different background, so I took really small, intentional steps before getting fully involved. I didn’t jump in all at once. I gave myself time to learn and figure things out. I also took my time before stepping away from dancing and joining Superkicks full-time.
OOP: You’re a new mom while also running one of the country’s most exciting retail brands, what does work-life balance look like for you right now?
Nisha: It was really difficult in the beginning. The first six months were hard. Switching off felt almost impossible. But I realised how important it was. Right now, I work about two to three hours a day, and that feels right for this phase. The first year with your baby is so important for bonding, and I wanted to be fully present for that.
OOP: What’s one thing you’ve learned about partnership, in work and in marriage, through building Superkicks together?
Nisha: The biggest lesson has been learning to separate work and personal life, which is honestly really hard. We’re very conscious about not bringing work conversations home. At work, we respect each other’s boundaries. I take decisions for my department, he takes decisions for his. That balance is really important for us.
OOP: What does being at YOUR OWN PACE mean to you in this chapter of life?
Nisha: It means not forcing anything. I’m okay taking things slowly now, changing my mind, and figuring things out as I go. I don’t feel the pressure to do everything at once anymore. Some days I’m super productive, some days I’m not, and I’ve learned to be okay with that.
OOP: Lastly, what advice would you share with someone looking to enter the sneaker industry or pursue a retail or D2C brand of their own in India?
Nisha: Don’t overthink it too much. You’ll never have everything figured out anyway. Just start, stay honest, and actually care about what you’re building. Also, be patient. Things take way longer than you expect, but you learn a lot along the way.
Nisha styles our Really Wide Pants 'Black Stripes'. Available on the website CLICK HERE.