Martech firm PerformAce has acquired the exclusive rights to the Indian Sneaker Festival (ISF), one of the country’s largest platforms for sneaker, streetwear, music and youth culture. The company said the deal will bring ISF under the PerformAce umbrella and anchor its next phase of growth on ConnectX, PerformAce’s execution stack designed to blend physical and digital (“phygital”) experiences for brands and audiences.
The move signals a sharper push to formalize and scale India’s fast-rising streetwear ecosystem, where product drops, limited-edition collaborations, and creator-led culture now intersect with live performances and social commerce.
With ConnectX in the mix, PerformAce is positioning ISF as a high-fidelity playground for data-driven brand activations, on-ground interactivity, and measurable outcomes across the full funnel.
ISF has built its reputation as a one-stop destination for sneakerheads, collectors, streetwear enthusiasts, artists, and labels, curating exclusive drops and limited releases from global and homegrown brands. Beyond the shop-floor buzz, the festival’s programming stretches into music and culture: the 2025 edition featured Grammy-winning rapper 21 Savage as headliner, a watershed for India’s hip-hop and streetwear cross-over, while past line-ups have included crowd-pullers such as Seedhe Maut and Wazir.
On site, the festival typically layers retail with experience: sneaker trading, customization zones, graffiti jams, workshops, live flea markets, and immersive brand showcases. Those elements are set to deepen under ConnectX, which PerformAce says will enable richer phygital touchpoints, think QR-led journeys, real-time engagement loops, loyalty hooks, and post-event retargeting, so that “what happens on the festival floor can move seamlessly into a consumer’s digital life.”
“We are delighted to present ISF solely under the PerformAce banner,” a company spokesperson said. “Streetwear and sneakers represent identity, creativity, and culture. In partnership with ISF, we want to create a global platform here in India, enabling youth to connect, collaborate, and celebrate.”
Headquartered in Gurugram, PerformAce describes itself as a data-driven marketing company that builds performance-oriented campaigns for brands and agencies. The company says ConnectX will give ISF stakeholders, from labels and retailers to artists and creators, a unified execution layer: smarter targeting ahead of the festival, rich engagement and attribution during the event, and measurable impact after.
PerformAce: What to watch next?
With exclusive rights secured, the immediate focus will be on programming the next slate of drops, deepening partnerships with both global and Indian labels, and mapping the festival’s phygital toolkit to city-by-city rollouts.
Editor’s note: This story is based on information shared by PerformAce regarding the ISF rights acquisition and planned ConnectX-enabled initiatives.
Also Read: Meta alert helps UP Police reach Bareilly home in 16 minutes, save student
