Royal Challenge Launches 500‑Pair Limited‑Edition Sneaker
Royal Challenge Packaged Drinking Water, a Diageo India brand, announced a collaboration with homegrown label Gully Labs to release a limited‑edition sneaker that translates the brand’s “Choose Bold” philosophy into streetwear. The partnership was unveiled in Mumbai, Maharashtra, India, and is fronted by Indian personalities Varun Sood and Karan Tacker, who embody the bold, adventurous spirit the brand seeks to promote.
The sneaker is built on Gully Labs’ bestselling Baaz silhouette and combines a leather upper with denim accents, featuring signature #ChooseBold embroidery on the backtap. Production is limited to 500 pairs, which will be sold exclusively through the website www.boldsneakers.in.
Aanandita Datta, Vice‑President of Marketing at Diageo India, stated that the collaboration allows Royal Challenge to move the “Choose Bold” mindset from communication to lived experience, engaging young Indian consumers through culture‑driven product innovation. Arjun Singh, Founder of Gully Labs, highlighted the brand’s historic connection to Indian culture across cricket and music and expressed pride in extending that legacy into sneaker culture. Varun Sood added that the sneaker balances performance with personality, aligning with his own approach to style and sport.
The press release also provides background on Diageo India, noting it as one of India’s leading beverage‑alcohol companies with a portfolio that includes Johnnie Walker, McDowell’s No1, and Royal Challenge among others. Diageo India is a subsidiary of Diageo Plc. and is listed on the NSE and BSE as United Spirits Limited (USL). The company operates 35 manufacturing facilities across India and emphasizes sustainability, responsible consumption, and contribution to India’s growth agenda.
The limited‑edition drop marks a new chapter for Royal Challenge Packaged Drinking Water, positioning the brand within contemporary youth culture by intersecting sport, streetwear, and self‑expression.