One8 brings Seam XVIII sneakers to Blinkit in Bengaluru for limited 18-hour drop

BENGALURU: When the sneaker craving strikes, waiting is no longer in the game. one8 is taking its Seam XVIII sneaker range to quick commerce for the first time, with just 1,000 pairs set to drop exclusively on Blinkit in Bengaluru.

The limited-edition drop will go live at 8am on 8 October and run until 2am on 9 October, giving sneaker enthusiasts an 18-hour window to get their hands on the collection, or until stocks run out.

The move brings together two of sneaker culture’s biggest drivers: hype and exclusivity on one side, and the instant gratification of quick commerce on the other. For Bengaluru consumers, the idea is simple: spot the pair, place the order and get it delivered in minutes.

The drop features two styles from the Seam XVIII line, Seam XVIII Signature and Seam XVIII OG, with the overall stock capped at 1,000 pairs.

At the centre of the launch is Seam XVIII Signature, one8’s first cricket-inspired lifestyle sneaker, co-created with Virat Kohli. The sneaker takes inspiration from one of cricket’s most recognisable symbols, the red cricket ball.

The red-and-white design features a red-ball-inspired finish, stitched seam detailing and a low-profile silhouette, translating elements of the match-day ball into an everyday sneaker. The Signature edition carries the same design language with Kohli’s signature added to the shoe.

The Blinkit launch also marks a shift in how limited sneaker drops can reach consumers. Rather than relying solely on traditional retail or online fashion platforms, one8 is using quick commerce to tap into the urgency already associated with coveted sneaker releases.

“Sneaker drops are all about creating desire and exclusivity, a sense of ‘I want it before it’s gone’. This time we’ve added a new dimension to it, the idea of ‘I want it NOW’, a behaviour quick commerce has over the years brought to almost all categories,” said one8 brand director Prashant Kohli.

“The craving for one8 and Seam XVIII already exists. We’ve seen the desire only grow since the launch. The Blinkit collaboration simply helps satisfy that craving within minutes,” he added.

The Bengaluru-only drop will be available exclusively through Blinkit from 8am on 8 October until 2am on 9 October, subject to availability. The launch will be backed by an in-app takeover on Blinkit, while outdoor advertising has already gone live across Bengaluru ahead of the release.

With only 1,000 pairs up for grabs and an 18-hour window, one8 is betting that sneaker hype moves just as quickly as quick commerce.