Sneaker LAB Launches India Campaign with AB de Villiers as Brand Partner

Sneaker LAB, the South Africa-based sneaker care brand, has launched a new campaign in India featuring former South African cricketer AB de Villiers as its brand partner. The campaign introduces the brand’s approach to sneaker care in the Indian market, bringing together biotechnology-driven solutions, sustainability, and sneaker culture.

AB de Villiers, known for his career in the Indian Premier League and his strong following in India, represents the values that Sneaker LAB associates with evolution, performance, and global connection. The partnership marks the brand’s entry into India, aligning its philosophy with audiences seeking practical and environmentally conscious ways to care for footwear.

The campaign arrives at a time when sneaker culture in India continues to expand, with increasing interest in effective and sustainable care products. Sneaker LAB’s product range is based on a probacterial formula that uses good bacteria to break down dirt and remove odour, even after application. The brand positions science and sustainability as complementary, offering sneaker care solutions designed to be both functional and environmentally responsible.

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.”

Speaking about the campaign, Jo Farah, Founder of Sneaker LAB, shares, “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.”

As part of the campaign, Sneaker LAB has also announced The Golden Wipe – A Ticket to Meet AB, a three-month-long initiative running from 16 May until October, when winners will be announced. Five Golden Wipes containing exclusive codes have been placed inside select Sneaker LAB Sneaker Wipes boxes across India. Winners will receive the opportunity to meet AB de Villiers in person and spend a day with him. The initiative is designed to bring together sneaker culture and cricket through a consumer-focused engagement.

With this campaign, Sneaker LAB positions itself as a brand focused on responsible sneaker care, combining biotechnology with environmental considerations. As the brand begins its India chapter, it aims to introduce a science-led approach to sneaker maintenance, shaped by sustainability and everyday usability.