South Africa-based brand, Sneaker Lab has rolled out a campaign presenting veteran cricketer AB de Villiers as its brand partner.

The campaign brings the brand’s philosophy to Indian audiences, merging innovation, sustainability, and sneaker culture, with de Villiers leading the way. The partnership signifies the brand’s entry into the Indian market.

The campaign includes an ad film showcasing de Villiers at a mock press conference, where he fields questions from the media about his metaphoric ‘coming out of retirement’ through this latest association with the sneaker care brand. In the film, the cricketer spotlights the features that drew him to the partnership.

To complement the campaign, the brand is introducing a special three-month-long campaign called 'The Golden Wipe - A Ticket to Meet AB', running from 16 May until October when winners will be announced. Winners will get an opportunity to meet the cricketer in person, along with an eventful day. 

What we think about it: The campaign attempts to celebrate India’s love for cricket and sneakers, however, it fails to fully capitalise on the star cricketer’s presence. The film's almost lazy narrative fails to engage, instead, relying on a straightforward endorsement, with de Villiers simply listing the brand’s features - a missed opportunity for creative storytelling.  

Jo Farah, founder, 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."