Thums Up is taking its “Taste The Thunder” energy beyond the bottle and onto the sneaker rack. The cola brand has partnered with homegrown streetwear label Gully Labs for a limited-edition footwear collaboration, running as a campaign from September 3 to November 3, 2026.
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The lineup includes Gully Number 001 in Toofani White and Toofani Blue, along with women’s variants in Thunder White and Toofani Blue.
What stands out is the access model. There is no regular checkout. Fans play the interactive Thunder Trail game on the Thums Up Thunder Zone platform for a chance to win a pair or unlock voucher access. The offer is not valid in Tamil Nadu.
The mechanic ties the product to the brand’s core idea. Instead of simply putting sneakers on sale, Thums Up asks people to engage with its world first, so the “thunder” is something they experience rather than just read about on a pack.
The collaboration also pairs two distinct identities. Thums Up brings the reach of one of India’s best-known cola brands, while Gully Labs brings a streetwear label with its own homegrown character. The names Gully and Toofani carry a desi edge that suits both sides.
By limiting the drop and gamifying access, the campaign turns a product launch into a brand experience, with the game doing as much work as the sneakers.
