Mumbai: Sneaker LAB has announced its entry into the Indian market with cricketing icon AB de Villiers as its brand partner. Known for his legendary IPL career and enduring fanbase across India, de Villiers will headline the brand’s latest campaign, marking a powerful confluence of innovation, sustainability, and sneaker culture.
The campaign, which reflects Sneaker LAB’s mission to revolutionize footwear care, debuts at a time when India’s sneaker scene is rapidly expanding, and consumers are increasingly seeking smarter, sustainable choices. The brand’s hallmark lies in its pro-bacterial cleaning formula, which uses beneficial bacteria to break down dirt and neutralize odors—long after application—making it both effective and environmentally friendly.
Sharing his thoughts on the association, AB de Villiers, South African cricketer and brand partner for Sneaker LAB, said, “When Sneaker LAB approached me, I instantly connected with their fresh approach and purpose-led vision. They are doing something different by combining science, sustainability, and style in a way that truly stands out. I am proud to represent a brand that is not just innovative but also committed to doing good in a country that I am deeply connected to.”
As the brand gears up for deeper market engagement, it has also launched ‘The Golden Wipe – A Ticket to Meet AB’, a special three-month-long campaign starting May 16. Hidden inside select boxes of Sneaker LAB Sneaker Wipes are five Golden Wipes, each containing an exclusive code. Winners who discover these Golden Wipes will earn a once-in-a-lifetime opportunity to meet AB de Villiers and enjoy an exclusive eventful day curated by the brand.
Commenting on the campaign, Jo Farah, Founder of Sneaker LAB, stated, “This campaign captures the essence of what we stand for at Sneaker LAB, a belief that innovation and sustainability can come together in everyday life. Launching the campaign in India is a meaningful step for us and having AB de Villiers lead this journey makes it even more special. His story, his values, and his connection with Indian fans bring depth to our message, and we are proud to start this new chapter with him.”
Sneaker LAB positions itself as more than just a sneaker care brand—it is a movement towards sustainable fashion care, backed by science. With de Villiers at the forefront, Sneaker LAB aims to inspire a new generation of Indian consumers to care for their sneakers in ways that reflect both performance and purpose.
