Lay’s and Ranbir Kapoor’s sneaker label ARKS have teamed up for a limited-edition collab, turning Lay’s iconic packet colours into sneakers called “Colour-Lays.” The crossover blends food nostalgia with sneaker culture, priced at Rs 6,999 and sold through ARKS’ Mumbai store and website.
For Lay’s, the drop was about cultural buzz rather than sales, driving 100% positive sentiment and strong online chatter. ARKS echoed the approach, saying exclusivity creates hype and long-term brand relevance, with sneakers selling out quickly.
Though premium, ARKS claims its reach extends beyond metros to cities like Surat, Lucknow, and Bihar, driven by rising aspirations. The collab was promoted digitally and through influencers, with Ranbir’s role as both ambassador and co-founder giving it extra pull.
Looking ahead, ARKS aims to grow into a global lifestyle brand spanning apparel, footwear, and fragrances, competing with names like UNIQLO and Calvin Klein.