Thums up

Thums Up x Gully Labs: A ₹5,000 Hand-Lasted Sneaker You Cannot Buy, Only Win

Coca-Cola India put its cola on a Delhi-made sneaker and then refused to sell it. The Thums Up x Gully Labs Number 001, in Toofani Blue and Thunder White with a detachable metal bottle-cap charm, is a redemption-only pair: 20 winners a day on a swipe game until 3 November. Here is what it is, how to get one, and why the mechanic is smarter than the shoe.