Superkicks launches Air.Wav, a music-centric cultural initiative

New Delhi: Superkicks, a streetwear and sneaker brand, has launched the initiative Air.Wav, a project focused on music, culture and movement, to celebrate Air Max Day.

Air.Wav is a music-centric cultural initiative created by Superkicks that will showcase music and the influence of sneakers on global subcultures.

Superkicks produced an original track for Air Max. The project aimed to highlight the changing relationship between music and fashion.

The name Air.Wav symbolises the movement of sound through airwaves while also referring to Air-max technology.

Air.Wav featured a lineup of artists led by three rappers, RAK, Tienas and Fiena Fina with producers Dhiraaj and 3BHK.

The Air.Wav project unfolded across multiple touchpoints. The track blended hip-hop, rap, baile funk, and electronic textures.

Sangeet Paryani, CEO and Co-Founder, Superkicks, commented, "Superkicks has always been more than just a retail space; it's a community hub. We have sought to nurture street culture and independent music since day one. Through our co-sign platform, we have highlighted over 30 artists, giving them a platform to showcase their work. Air.Wav is a bold new step in our journey, and we're excited to continue pushing boundaries and paving the way for global collaborations in the years to come."

A documentary, filmed at Subculture Studios in Khar, offered a behind-the-scenes look at the creative process behind the track. The documentary captured interviews with the artists and Superkicks Founder Sangeet Paryani, focusing on the essence and inspiration behind Air.Wav. 

Superkicks hosted an event at Iron Buzz Tattoo Studio to mark the global release, where people could hear the track, watch the documentary, and engage with the creators through curated activations.

The track was launched across all major streaming platforms on March 26, 2025.