EAST STROUDSBURG, Pa. — Game Face Grooming, the men’s care innovator known for its patented push-activated cleaning wipes, has announced a multi-year licensing deal with NBALAB to produce team-branded versions of its Push-Hold-Unfold sneaker cleaning wipe pods.
The partnership grants Game Face Grooming the rights to produce and sell NBA team-branded products for all 30 teams across the United States and Canada. The initial launch will feature six iconic teams: the Philadelphia 76ers, New York Knicks, Boston Celtics, Los Angeles Lakers, Golden State Warriors, and Chicago Bulls, with more franchises expected to be unveiled throughout the 2025–26 NBA season.
“We wanted to redefine how clean travels, and your kicks don’t get timeouts, neither should your confidence to clean them on the go,” said Philip Williams, Founder & CEO of Game Face Grooming. “By keeping our natural, non-toxic cleaning solution sealed inside each pod until the very moment you activate it, we lock in freshness and dramatically extend shelf life with no leaks, no evaporation, just pure cleaning power on demand.”
A Clean Win for Fans and Sustainability
Each Game Face wipe features a patented four-step delivery system: press the pod, allow the wipe to absorb the solution, unfold, and then clean. The biodegradable, compostable cloth is made from plant-based fibers, while the lightweight #5 recyclable plastic pod is accepted by most curbside recycling programs.
The alcohol-free, non-toxic formula is safe on all materials, including leather, suede, canvas, mesh, and synthetics. It can also be used on golf shoes, gym bags, hats, purses, and more. Designed to prevent the frustration of dried-out wipes, each pod provides a fresh clean every time.
NBALAB President Eric Perugini said the collaboration represents the perfect mix of innovation and fan culture. “NBALAB seeks partners who combine real innovation with hoops culture,” Perugini said. “Game Face Grooming’s wipe technology lets fans protect their sneaker investments with the same passion they bring to the game, now across every team in the league.”
Market Momentum
The partnership comes amid strong growth in the global shoe-care market, which is expected to grow from $4.9 billion in 2024 to $7.3 billion by 2032, according to industry forecasts. The increase is fueled by rising sneaker values, limited-edition culture, and increasing demand for eco-friendly care products.
Availability
NBA-branded Game Face Sneaker Cleaning Wipes will be available beginning this month at gamefacegrooming.com for a suggested retail price of $15 per 8-count box.
About Game Face Grooming
Game Face Grooming engineers personal-care products designed for the pace of modern sport and lifestyle. From men’s skincare to cooling face wipes to push-activated sneaker care, every item delivers maximum performance with minimum fuss.
Visit gamefacegrooming.com for more information.
About NBALAB
Founded in 2015, NBALAB is a creative incubator for product innovation and brand collaborations under the NBA’s Global Licensing Group. The lab works with select partners across consumer goods, design, and sustainability, including its official court upcycling program, NBA Reclaimed.
Learn more at NBALAB.com.
About the Philadelphia 76ers Partnership
Game Face Grooming first partnered with the Philadelphia 76ers in 2024 through the organization’s Enrich Program, which helps local entrepreneurs with mentorship and resources for growth. Since joining the program, Game Face Grooming has experienced a 66% increase in gross sales and remains closely involved with the 76ers organization.
