Royal Challenge Packaged Drinking Water has partnered with homegrown streetwear label Gully Labs to launch a limited-edition sneaker, extending its ‘Choose Bold’ brand platform into street culture. Built on Gully Labs’ Baaz silhouette, the sneaker combines leather and denim and features #ChooseBold embroidery on the back tab. The collaboration also features actors and personalities Varun Sood and Karan Tacker, who bring their individual styles to the campaign.
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“Boldness has never been about fitting a particular mould; it’s about having the conviction to define your own. As the cultural codes of young India evolve, we see an opportunity for Royal Challenge Packaged Drinking Water to express ‘Choose Bold’ in new and unexpected spaces. Bringing together Gully Labs with personalities who embody that same spirit of individuality allows us to take the philosophy from something we communicate to something people can experience and express for themselves. This is how we see brand continuing to build relevance, by participating in culture, while also helping shape what comes next”said Aanandita Datta, VP Marketing, Diageo India.
Arjun Singh, Founder, Gully Labs commented, “Royal Challenge Packaged Drinking Water has always managed to create something cool and lasting with Indian culture, that spans across cricket to music. With this collaboration, we are proud to enable it for sneaker culture as well, bringing their 'Choose Bold' philosophy to life through a spectacular creation that carries this strong legacy forward.”
“I’ve always been drawn to things that combine performance with personality, which is what stood out to me about this sneaker. It has the edge and attitude you want from a streetwear piece, but it’s also something you can genuinely live in. For me, that’s what ‘Choose Bold’ means - being confident enough to make your own choices, whether that’s on the field, in your style or in everyday life. This collaboration brings that attitude together in a way that feels very natural.” added Varun Sood.
The partnership builds on Royal Challenge Packaged Drinking Water’s association with youth culture across sports and esports. Through the collaboration, the brand aims to take its ‘Choose Bold’ positioning beyond these spaces and into everyday fashion and self-expression.
The Royal Challenge Packaged Drinking Water x Gully Labs sneaker will be available as a limited-edition drop of 500 pairs through the dedicated campaign platform, giving consumers an opportunity to purchase the collaboration.
