Mumbai: Sneaker LAB, the South Africa-born sneaker care brand known for its science-led and sustainable cleaning solutions, recently concluded its Golden Wipe campaign in India with an exclusive meet-and-greet experience featuring cricketing legend AB de Villiers.
The event marked the culmination of the brand’s consumer engagement campaign launched last year, bringing together sneaker enthusiasts and cricket fans through a unique opportunity to interact with one of the sport’s most admired personalities.
The Golden Wipe campaign encouraged consumers across India to discover hidden Golden Wipes placed inside select Sneaker Wipe packs. Winners earned access to a specially curated experience with AB de Villiers that included personal interactions, photo opportunities, and conversations with the former South African cricket captain.
The initiative was designed to reward Sneaker LAB’s growing community in India while creating meaningful consumer experiences that extended beyond conventional brand engagement.
The event also represented a key milestone in Sneaker LAB’s partnership with AB de Villiers, who joined the brand as its India partner in May last year. Since then, de Villiers has played an important role in increasing the brand’s visibility and helping it connect with India’s expanding sneaker, performance, and lifestyle communities through a range of culture-driven campaigns and consumer-focused initiatives.
Speaking about the campaign closure, Jo Farah, Founder of Sneaker LAB, said, “Our goal from the outset was to create a campaign that resonated with consumers in India while reflecting the values of our brand. Partnering with AB de Villiers helped us bring that vision to life. This exclusive meet & greet was a fitting conclusion to the campaign and a celebration of the strong connection we have built with our community throughout this journey.”
Sharing his thoughts on the experience, AB de Villiers said, “What stood out to me most about this campaign was how genuinely community-focused it felt. Sneaker LAB created something that gave fans a real opportunity to be part of the brand journey in a personal and memorable way. Meeting the winners, hearing their stories, and experiencing their excitement firsthand made this incredibly special for me as well.”
Founded in Cape Town and now available in more than 65 countries, Sneaker LAB combines biotechnology-powered innovation with sustainable product development to help consumers extend the life of their footwear and apparel. The Golden Wipe campaign reflects the company’s broader strategy of building authentic consumer relationships through culture-led initiatives that resonate with modern lifestyle communities.
As part of its global evolution, the brand has recently unveiled a refreshed identity under the name The Lab, reflecting its expanding vision and ambitions beyond sneaker care. However, the company will continue to operate under the Sneaker LAB brand name in India.
With its new product range expected to launch in India later this year, the company is preparing for the next phase of growth as it continues to deepen engagement with the country’s rapidly growing sneaker and lifestyle ecosystem.
