GMG Partners with Sneaker LAB to Bring Sustainable Sneaker Care Across the GCC

GMG, a global well-being conglomerate, has announced a strategic distribution partnership with Sneaker LAB, the South African-born, biotechnology-powered fashion care brand, to meet the growing demand for sustainable consumer products across the Gulf Cooperation Council (GCC) region.

This agreement marks Sneaker LAB’s official entry into the GCC, as the brand continues to expand globally into markets where sustainability and street culture intersect. Through GMG’s powerful regional distribution network, Sneaker LAB will now be able to deliver its innovative, eco-friendly products to more consumers 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.”

said Mohammed Bodiat, Senior Vice President, Brands – Sports at GMG

Founded in Cape Town in 2012, Sneaker LAB has grown into one of the leading sneaker care brands worldwide, now distributed in over 65 countries. The company uses biotechnology in its formulations, employing beneficial bacteria that break down dirt at a microscopic level for effective, environmentally friendly cleaning.

Beyond sneaker care, Sneaker LAB has expanded into apparel, hat, and denim care, maintaining its focus on eco-conscious, high-performance products. Its range is largely 100% biodegradable, packaged in bottles made from 40% recycled plastic, and GreenTag certified, highlighting its commitment to sustainability.

“Our mission has always been to redefine fashion care and take it to a global stage. Partnering with GMG in the GCC is an exciting step forward, and we’re thrilled to work with a company that shares our commitment to sustainability and innovation.”

shared Jo Farah, Founder and CEO of Sneaker LAB

With operations in 21 countries and partnerships with over 120 global and regional brands including Nike, Columbia, Jordan, The North Face, JD Sports, Timberland, and Vans, GMG brings decades of retail and distribution expertise. This collaboration will position Sneaker LAB at the forefront of the GCC’s growing market for sustainable and premium lifestyle products.

The partnership underscores a shared vision of responsible innovation and consumer-focused retail experiences, reflecting both companies’ dedication to elevating how people care for the products they love—while also caring for the planet.

Sneaker LAB’s full product line is already available through leading retail partners, including Nike, Jordan, New Balance, New Era, and Converse.