National, 03rd June 2026: Sneaker LAB, a South Africa-born brand redefining sneaker care through science-led and sustainable solutions, recently hosted an exclusive meet & greet experience with cricketing icon AB de Villiers for the winners of its Golden Wipe campaign in India. Designed as the culmination of the brand’s highly engaging consumer campaign launched last year, the experience brought together passionate sneaker enthusiasts and cricket fans through a once-in-a-lifetime opportunity to meet one of the sport’s most loved personalities up close.
Created to reward and celebrate the brand’s growing community in India, the Golden Wipe campaign invited consumers to discover hidden Golden Wipes placed inside select Sneaker Wipe packs across the country. Winners were awarded an exclusive opportunity to meet AB de Villiers in person through a specially curated experience that included intimate interactions, photo moments, and conversations with the cricketing legend, creating a memorable experience that went far beyond traditional consumer engagement.
The event also marked a milestone in Sneaker LAB’s ongoing association with AB de Villiers, which began in May last year when the cricketing legend came on board as the brand’s partner for India. Throughout the collaboration, AB de Villiers played a key role in amplifying the brand’s visibility and helping it connect with India’s growing sneaker and lifestyle community through a series of culture-led initiatives and consumer experiences.
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 present in over 65 countries, Sneaker LAB combines biotechnology-powered innovation with a commitment to sustainability, helping consumers care for and extend the life of their favourite garments and footwear. The Golden Wipe campaign reflects the brand’s broader vision of building meaningful connections through culture-led initiatives that go beyond product, reinforcing its commitment to India’s growing sneaker, performance, and lifestyle communities. While the brand continues to operate as Sneaker LAB in India, it has recently unveiled its global evolution to The Lab—a refreshed identity that reflects its expanded vision and category ambitions. With the new product range expected to arrive in India later this year, consumers can look forward to experiencing the next chapter of the brand’s journey in the months ahead.
About The Lab:
The Lab is a biotechnology-led fashion care brand that develops innovative and sustainable solutions to clean, protect, and extend the life of footwear, apparel, headwear, denim, and accessories. Combining science-backed innovation with a commitment to responsible consumption, the brand is helping redefine fashion care for a new generation of consumers. Present in over 65 countries, The Lab continues to drive a more mindful approach to ownership through products that preserve what people value most while reducing unnecessary waste.
Products from Sneaker LAB are available on https://sneakerlab.in/collections/all-products & https://www.amazon.in/stores/SneakerLAB/page/B181D938-8B33-43EB-B51F-E2A0DFE1E60F available at a 25% discount.
