Sneaker LAB, the South Africa-based brand redefining sneaker care through its science-led, probacterial-powered solutions, has launched its new campaign featuring cricketing legend AB de Villiers as its brand partner.
The high-impact campaign introduces Indian audiences to the brand’s distinctive ideology, which combines innovation, sustainability, and sneaker culture, with de Villiers leading the way. Mr. 360 embodies the spirit of innovation and worldwide appeal that Sneaker LAB promotes. The partnership represents a powerful union, bringing in the brand’s India chapter based on shared values of purpose, performance, and advancement.
With sneaker culture thriving throughout the country, the ad launches at an ideal time, when consumers are actively looking for better, more sustainable ways to care for their footwear. The firm, which believes that science and sustainability go hand in hand, provides eco-friendly sneaker care solutions powered by biotechnology. Its proprietary probacterial mix employs beneficial bacteria to break down grime and eradicate odours even after application, making sneaker cleaning both efficient and environmentally friendly.
On the deal, AB de Villiers 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.”
Jo Farah, Founder of Sneaker LAB, said, “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.”
Furthermore, Sneaker LAB is launching a special three-month-long campaign called The Golden Wipe – A Ticket to Meet AB, which will take place from May 16 to October 16. Five Golden Wipes with exclusive codes are hidden inside certain Sneaker LAB Sneaker Wipes boxes throughout India. Lucky finders will receive a once-in-a-lifetime chance to meet AB de Villiers in person, as well as an exciting day. This campaign, created to commemorate India’s love of cricket and trainers, combines the worlds of sport and style in a way that is both unique and memorable.
Sneaker LAB is more than just a brand; it is a movement promoting better, more sustainable fashion practices. With AB de Villiers at the helm, the brand is poised to reinvent how India cares for its sneakers by combining revolutionary science with environmentally conscious ideals. Sneaker LAB is entering one of the world’s most active markets with the goal of making a name for itself and inspiring a new generation of sneaker culture.
