GMG, a corporation focused on well-being, has established a distribution agreement with Sneaker LAB, a South African biotech brand specializing in fashion care, to enhance its presence in the United Arab Emirates. This collaboration signifies Sneaker LAB’s debut in the GCC market as the brand pushes its growth into regions where street culture merges with sustainability. With GMG’s strong distribution capabilities in the area, Sneaker LAB is set to provide its high-quality, eco-friendly products to a wider audience across the Gulf.
“At GMG, we are always looking to partner with purpose-driven brands that align with our vision of making healthier and more sustainable lifestyles accessible to everyone. Sneaker LAB brings an innovative approach to sneaker care—combining biotechnology with sustainability—and we’re proud to introduce their products to the GCC region. Together, we aim to empower consumers to care for their footwear responsibly while supporting a cleaner, greener future.” —Mohammed Bodiat, Senior Vice President, Brands – Sports at GMG.
“Our mission has always been to redefine fashion care and take it to a global stage,” says Jo Farah, Sneaker LAB’s Founder and CEO. “Partnering with GMG in the GCC is an exciting step forward in that journey, and we’re thrilled to collaborate with a partner that shares our vision for growth and sustainability.”
Founded in Cape Town in 2012, Sneaker LAB has become one of the leading sneaker care brands globally, now distributed in over 65 countries. Its product line is powered by biotechnology that uses a proprietary formula of bacteria to break down dirt at a microscopic level. While best known for its sneaker care range, the brand has expanded into apparel, hat, and denim care, offering high-performance, eco-conscious formulas across categories. Most of the range is 100%biodegradable, packaged in bottles made from 40% recycled plastic, and the brand is GreenTag certified, making it one of the most sustainable offerings in the sneaker care space today.
GMG operates in 21 nations and represents over 120 brands, both local and global, including Nike, Columbia, Jordan, The North Face, JD Sports, Timberland, and Vans. The company offers expertise in promoting purpose-driven enterprises throughout the Middle East and other markets. With a significant presence in sports and lifestyle retail, GMG is well-positioned to assist Sneaker LAB in reaching a demographic that prioritizes sustainable, innovative, and high-quality experiences.
This partnership highlights a shared commitment to innovation that is responsible and consumer-oriented. Both GMG and Sneaker LAB aim to enhance how individuals maintain their valued products while being mindful of environmental sustainability.
Sneaker LAB’s complete product line is currently available through prominent retail partners, such as Nike, Jordan, New Balance, New Era, and Converse.
