Sneaker LAB has concluded its Golden Wipe campaign in India with a special meet-and-greet event featuring former South African cricket captain AB de Villiers, bringing the consumer engagement initiative to a memorable close.

The campaign encouraged customers to purchase select Sneaker Wipe packs for a chance to discover a hidden Golden Wipe. Winners were rewarded with an exclusive opportunity to meet de Villiers in person, creating a unique brand experience that combined product engagement with fan interaction.

The event brought together winners for an intimate session with the cricketing icon, including conversations, photographs and personal interactions. The initiative formed part of Sneaker LAB’s broader efforts to strengthen its connection with sneaker enthusiasts and lifestyle consumers in the Indian market.

The campaign also marked another milestone in Sneaker LAB’s association with AB de Villiers, who joined the brand as its India partner in 2025. Since then, the collaboration has focused on creating consumer-centric experiences that resonate with the growing sneaker culture community.

Commenting on the campaign, Jo Farah, Founder of Sneaker LAB, said the initiative was designed to create meaningful engagement with consumers while reflecting the brand’s values. He added that the meet-and-greet served as a fitting conclusion to a campaign that helped strengthen the brand’s connection with its community.

Sharing his experience, AB de Villiers said the campaign stood out for its strong community focus and its ability to create memorable moments for fans. He noted that meeting the winners and hearing their stories made the experience particularly rewarding.

Founded in Cape Town, Sneaker LAB operates in more than 65 countries and offers footwear and garment care solutions. The company recently unveiled a global rebrand to The Lab, with new product launches expected in India later this year.