Beyond the Sole
How Storytelling is Shaping Sneaker Culture
Written by
Hrithik Jagwani
Researched by
Hrithik Jagwani
Published
4 Mar 2025
Last week, I went bowling with a group of friends. As we sat down to swap our sneakers for those classic bowling shoes, I found myself glancing at everyone’s footwear, a habit that’s hard to shake when you’re around sneaker enthusiasts. Most of us were sporting the usual suspects: Adidas, Nike, even a pair of worn-in Birkenstocks. But then, one friend’s sneakers caught my eye.
They weren’t from any brand I recognized. Clean silhouette, bold color, and a logo I’d never seen before stamped on the side. Curious, I asked him what they were.
“Comet,” he said. “It’s this new Indian sneaker brand. Been picking up a lot of attention lately.”
Honestly, I was intrigued. Why choose a relatively unknown homegrown brand over the global heavyweights?
That’s when he showed me the details.
The sole of the shoe, designed like the solar system.
The heel tab, split across both feet to spell out “Never Shy” and “Never Sorry.”
And suddenly, it made sense.
“It’s the story,” he said. “It just… hits different.”
That one conversation sent me down a rabbit hole, not just into Comet’s world but into the larger question of how brands like these are managing to break through.
And more importantly, can a good story really compete with decades of legacy?
The Business of Sneakers: India’s Billion-Dollar Boom
As of 2024, the sneaker industry in India generated a revenue of US$2.8 billion, with projections estimating it will reach US$3.55 billion by 2028, a 75% rise in just a decade. What was once considered a niche or luxury category has exploded into the mainstream, driven by a growing sneaker culture, increased spending power, and the global influence of streetwear.
For years, the space has been ruled by sneaker titans like Nike, Adidas, and Puma. Alongside them, several Indian brands have found success by catering to the mass segment, focusing on delivering good products at affordable prices.
Amidst these two segments, a handful of homegrown names are quietly carving out their own space, not just through competitive pricing or quality, but by building deeper connections through cultural relevance and storytelling.
These brands are beginning to define what sneakers can mean in the Indian context, turning footwear into an expression of identity.
Or Thaely, which has taken a different route altogether. Focused on sustainability, they craft minimal, futuristic sneakers entirely from recycled plastic bags and other waste materials.
Joining this growing wave is Comet, a brand that’s quickly finding its footing with a distinct point of view. Rather than following established paths, Comet is carving out its own identity through a mix of bold design choices and purposeful storytelling.
Since its inception in 2023, Comet has built its brand identity around themes of individuality, self-expression, and defiance of convention.
“When I looked at the Indian market, I saw global brands treating it as an afterthought, offering spillover products without meaningful engagement.
Sneaker culture thrives on storytelling, and no one was doing that here. That inspired me to return and start Comet.”
Utkarsh Gupta
Co-founder Comet
Differentiation Through Brand Archetypes
To better understand how brands like Comet shape their identity, it’s useful to look at Brand Archetypes, a concept rooted in psychology that helps define the deeper personalities brands take on to connect with their audiences.
The idea of archetypes comes from the work of psychologist Carl Jung, who identified recurring character types in stories and cultures throughout history.
Over time, this theory has been adapted into what we now call the Brand Archetype Wheel, which maps out 12 core archetypes that brands typically fall into.
The Hero
Brave, determined, inspiring change.
The Outlaw
Rebellious, disruptive, challenging the status quo.
The Creator
Brave, determined, inspiring change.
The Sage
Rebellious, disruptive, challenging the status quo.
The Explorer
Brave, determined, inspiring change.
The Lover
Rebellious, disruptive, challenging the status quo.
The Jester
Brave, determined, inspiring change.
The Innocent
Rebellious, disruptive, challenging the status quo.
The Ruler
Brave, determined, inspiring change.
The Caregiver
Rebellious, disruptive, challenging the status quo.
The Everyman
Brave, determined, inspiring change.
The Magician
Rebellious, disruptive, challenging the status quo.
By identifying which archetype a brand aligns with, they can build stronger, more consistent messaging and emotional resonance.
Mapping Homegrown Sneaker Brands on the Archetype Wheel
Gully Labs and Thaely occupy distinct archetypal spaces shaped by their brand narratives. Gully Labs aligns with The Jester, embracing playful, expressive design inspired by street culture. Thaely, on the other hand, embodies The Caregiver, prioritizing sustainability and environmental impact.
Comet stands apart as The Outlaw, built on themes of non-conformity and individualism. Its bold design details and messaging reinforce a defiant, independent mindset.
Globally, brands like Nike and Adidas have long established themselves within archetypes such as The Hero and The Creator.
In contrast, homegrown brands like Comet, Gully Labs, and Thaely have deliberately occupied alternative archetypal spaces, offering fresh, differentiated narratives to the Indian consumer.
How Comet is Bringing the Outlaw Archetype to Life
Design
Comet’s commitment to non-conformity is embedded in its design. Bold details like the solar system graphic on the sole and asymmetrical heel tabs reinforce its rebellious ethos. With a wider toe box designed for Indian feet, Comet blends function with cultural intuition.
Product
Comet’s product strategy is built on storytelling-driven drops that resonate with Indian culture. The Mango sneakers, shipped in a box filled with hay, tapped into nostalgia, while the Ludo drop paid homage to a classic childhood game.
Marketing
Comet’s marketing strategy reinforces its identity through transparency and community-driven engagement, openly sharing archived projects and highlighting its global community of ‘Cometeers.’
The Impact of a Strong Brand Narrative
A compelling brand story plays a crucial role in differentiating a brand in a competitive market. Established global brands like Nike have demonstrated how storytelling can drive long-term loyalty.
Indian brands like Comet, Gully Labs, and Thaely are now leveraging this approach to build their own communities and market presence.
This week, I bought myself a pair of Comet sneakers, the Hazelnut ones. When I met a friend, he glanced at my shoes and asked, “What are those?”
And just like that, I found myself telling the story. In that moment, I realized: a great story doesn’t just sell a product, it gets passed on.