Superkicks debuts new project ‘Air.Wav’ to blend music and sneaker culture

Superkicks has launched ‘Air.Wav’ as a new project blending music, culture, and movement to celebrate Air Max Day. The initiative brings together music and sneaker culture, highlighting their shared influence on global subcultures and is designed to engage shoppers. 

Air.Wav builds on Superkicks’ ongoing support for emerging artists by producing an original track that captures the rhythm and energy of Air Max, announced the business in a press release. The project’s name plays on the concept of sound waves and Nike’s Air technology, reflecting how music and sneakers shape cultural expression.

“Superkicks has always been more than just a retail space; it’s a community hub,” said Superkicks’ CEO and co-founder Sangeet Paryani in a press release. “We have sought to nurture street culture and independent music since day one. 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.”

The track features rappers Rak, Tienas, and Feni Fina, along with producers Dhiraaj and 3BHK, blending hip-hop, rap, baile funk, and electronic sounds. A short documentary, filmed at Subculture Studios in Khar, will offer behind-the-scenes insights into the creative process. Superkicks will host an exclusive launch event at Iron Buzz Tattoo Studio, and the track will be released on major streaming platforms on March 26, 2025, marking a new chapter in its engagement with sneaker and urban culture.