As pioneers in the Indian sneaker game, the VegNonVeg team have a lot of control in shaping the future of this community. Perhaps the epitome of all the excitement around the nascent Indian sneaker community was VegNonVeg’s release of the Nike Air Jordan 4 ‘What The’ in late 2019. Local sneakerheads camped out for two nights prior to the release – a tradition painfully familiar to Western sneaker communities. On the Saturday morning of the drop, with tired punters waiting in line, out of nowhere appeared a marching band decked out in custom VegNonVeg x ‘What The 4’ uniforms to announce and celebrate the sneaker’s arrival. A huge bowl of fresh samosas was then presented to share with the hungry and dedicated fans, as everyone took photos with the band. Attention sneaker stores: try to top that fanfare at your next big release!