South African cricket icon AB de Villiers has partnered with Sneaker LAB, the pioneering sneaker care brand known for its science-driven, eco-friendly solutions. This collaboration launches the brand’s India campaign, spotlighting sustainability, innovation, and sneaker culture — all fronted by de Villiers’ global appeal and deep fan connection in India.
Sneaker LAB is transforming sneaker maintenance through biotechnology-powered products that utilize probacterial cleaning agents. These good bacteria break down dirt and eliminate odour naturally, even after application — providing an effective and environmentally responsible alternative to traditional sneaker care.
De Villiers, known for his influential IPL career, expressed enthusiasm for the partnership, citing the brand’s purpose-led mission. “Sneaker LAB’s fresh approach that combines science, sustainability, and style really stood out to me,” he said.
Jo Farah, Founder of Sneaker LAB, emphasized the significance of launching in India. “This is a pivotal step for us, and having AB de Villiers lead the campaign adds authenticity and impact,” Farah noted.
As part of the launch, Sneaker LAB is rolling out “The Golden Wipe – A Ticket to Meet AB”, a promotional contest running from 16 May to October 2025. Five limited-edition Golden Wipes, hidden in Sneaker LAB wipe boxes across India, will give winners an exclusive chance to meet AB de Villiers in person and enjoy a memorable day celebrating sneakers and cricket.
With this campaign, Sneaker LAB positions itself not just as a sneaker care brand, but as a lifestyle movement advocating for smarter and more sustainable fashion care in India.
