India, Jan 22: Gully Labs, India’s leading narrative-driven sneaker brand, has partnered with iconic sportswear label Nivia Sports to present Maidaan a collaborative capsule that redefines contemporary Indian streetwear through culture, memory, and community.
The partnership debuted with the Gully Labs × Nivia MAIDAAN launch, an all-star 3v3 football tournament and high-energy preview event held at Claygrounds. Six creator-led teams competed on the pitch, while guests experienced live music, DJ sets, curated food zones, and an exclusive first look at the Maidaan capsule. Rooted in nostalgia, shared spaces, and street culture, Maidaan is more than a collection it is a cultural movement that reclaims everyday grounds through a modern lifestyle lens.
Maidaan draws inspiration from outdoor moments with friends long afternoons, open conversations, and the freedom of simply being present. These grounds were not just places to play, but social hubs where style, identity, and self-expression naturally evolved. This philosophy anchors the collection, positioning Maidaan as a tribute to lived experiences rather than spectacle.
For decades, Nivia has been a familiar presence in Indian homes and neighbourhoods. With Maidaan, that legacy evolves through Gully Labs’ design-first, street-driven aesthetic, transforming nostalgia into wearable fashion grounded in emotion and authenticity.
The Maidaan capsule blends urban streetwear sensibilities with functional design, prioritising movement, comfort, and everyday versatility. The collection features lightweight sneakers with durable rubber outsoles and breathable, relaxed jerseys designed for ease and daily wear each piece bridging past and present through thoughtful design.
At the heart of the collection are three sneaker silhouettes Sova White, Eleven Crest, and Barefoot Blue. Designed as lifestyle-first hybrids, the silhouettes emphasise comfort and adaptability while incorporating subtle cues inspired by heritage, identity, and the quiet beauty of time spent outdoors.
Extending beyond footwear, the collection introduces the Gully Labs × Nivia Jersey, reimagined as a statement streetwear piece rather than conventional athletic wear. Crafted from breathable, moisture-wicking fabric with a relaxed, oversized fit, the jersey features graphic storytelling inspired by Kolkata’s cultural legacy, iconic institutions such as Mohun Bagan AC, and Nivia’s roots in Jalandhar, Punjab bringing together regional narratives, historic influences, and generations of Indian craftsmanship.
An abstract, floral tapestry inspired graphic flows across the chest and sleeves, weaving layered stories of place, memory, and belonging. Finished with ergonomic side splits, antimicrobial treatment, and breathable construction, the jersey transitions seamlessly from casual daytime wear to elevated street styling.
Commenting on the collaboration, Arjun Singh and Animesh Mishra, Co-Founders of Gully Labs, said,
“Maidaan reflects the spaces we grew up in, the friendships we formed, and the memories that stayed with us. Collaborating with Nivia allowed us to translate those emotions into a contemporary design language.”
A Nivia spokesperson added,
“Nivia has always been part of everyday Indian life. With Maidaan, that familiarity evolves into a modern expression one that connects legacy, community, and personal style.”
The Maidaan collection is now available in-store and online, with plans to expand across major marketplaces soon. Celebrated for its streetwear sensibility and culturally rooted design, the collection underscores a shared commitment to bold, expressive fashion that resonates with urban communities and culturally driven consumers.
