Superkicks runs a ₹5 crore-a-month drop engine at 25+ ROAS on Strique.

In limited-release retail the best products can sell out before a normal campaign has time to learn. Pairs drop on fixed dates, demand piles onto specific models, colourways and sizes, and thousands of people show up at once for a fixed amount of stock.

The job is not more traffic. It is knowing who will buy, reaching them before the drop, pointing them at inventory that still exists, and keeping the demand that launch day cannot fill.

Superkicks has been on the Strique stack since 2019, when its website first launched. Revenue has grown 300% since. Today the account runs at 25+ ROAS, a 5% conversion rate, ₹20 lakh in monthly spend and a ₹20,000 average order value. At the 25 ROAS floor, that is at least ₹5 crore in attributed revenue every month.

Since 2019, before it was called Strique

A note on the name. Strique started life as Digimaze. The audience models, creative testing and budget rules Digimaze ran for its first brands became the agents inside Strique, and those brands moved onto the platform with them. Early references to Digimaze in this story are references to Strique.

Because Superkicks never had to switch systems, it never started from zero. Every drop since 2019 has added to what Strique knows about brand affinity, price tolerance, sizes, cities and purchase behaviour.

Every drop runs in three stages

Before the drop: read intent before asking for the sale

Strique builds an audience map from the signals available before inventory goes live:

• Brand and silhouette engagement
• Past purchases and raffle entries
• Size history and product-page behaviour
• Price-band tolerance
• City and store proximity
• Response to editorial, creator and community content

Someone who keeps coming back to New Balance retro runners gets a different release path from a first-time sneaker buyer. A collector who has entered past raffles needs less education and more precise timing and availability. The campaign starts learning before the purchase exists.

During the drop: budget follows live stock

Once a release opens, Strique ties spend to size and stock availability. Budget moves toward combinations that can still be served, and sold-out sizes are suppressed before they burn a full reporting cycle. Four questions run on loop:

• Which sizes are converting fastest? Protect them and prioritise matching size histories.
• Which audiences reach checkout? Spend more only where intent survives the click.
• What has sold through? Stop acquisition and redirect demand now.
• Who missed the drop? Move them to waitlist, restock or adjacent products.

Superkicks does not need a weekly report explaining why an ad promoted stock that vanished on launch day. It needs the account to change while the drop is live.

After the drop: keep the demand stock could not meet

• A missed size triggers a restock or store-availability path.
• A sold-out colourway leads to a related release at the same price and silhouette.
• Collectors move into early access for the next relevant drop.
• First-time visitors get sizing help and everyday alternatives.
• Footwear buyers discover apparel and accessories tied to the same story.

Superkicks stops paying twice for the same intent. Each launch grows the audience it can reach directly next time.

Community signal, read as commercial signal

Superkicks is community-first: stores, collaborations, editorial and its Co-Sign platform for emerging artists. Strique reads those signals without turning every cultural moment into a hard sell. Editorial engagement flags emerging brand interest, creator response shows which language feels native, store and city data shapes geographic launch demand, and past order value separates everyday buyers from premium collectors.

How the numbers fit together

• ₹20L spend × 25 ROAS = ₹5Cr attributed revenue
• ₹5Cr ÷ ₹20K AOV = 2,500 orders
• 2,500 orders ÷ 5% conversion = 50,000 sessions
• ₹20L ÷ 2,500 orders = ₹800 media cost per order

Compared with the opening baseline, spend went up 33% while revenue went up 300%. The ROAS came from concentrating money where intent, size availability, timing and customer value lined up. Superkicks' curation, brand relationships and cultural credibility created the demand. Strique made it usable inside a faster, more selective system.