Game Face Grooming, the men’s care innovator behind the industry’s first push-activated, sneaker-cleaning wipe, announced that it has secured a multi-year, all-30-team licensing agreement with the NBALAB, a sublicensing partner of the National Basketball Association (NBA). The deal grants Game Face Grooming rights to produce and sell team-branded versions of its patented Push-Hold-Unfold sneaker cleaning wipe pods throughout the U.S. and Canada.

The first wave launches with six iconic franchises: Philadelphia 76ers, New York Knicks, Boston Celtics, Los Angeles Lakers, Golden State Warriors and Chicago Bulls. Additional teams, including the Oklahoma City Thunder, Dallas Mavericks, Minnesota Timberwolves, San Antonio Spurs, Miami Heat, Houston Rockets and the Los Angeles Clippers, will follow in phased waves throughout the 2025-26 NBA regular 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,” says Philip Williams, founder and CEO, 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.”

Made with a biodegradable and compostable plant-based cloth that breaks down naturally, the wipes feature a patented delivery system in four simple steps: press the pod, wait for the wipe to soak up the solution, unfold and clean. The solution remains sealed apart from the wipe until activation, preventing evaporation and preserving efficacy for years on the shelf. Additionally, the non-toxic, alcohol-free formula is safe on every colorway and on leather, suede, canvas, mesh, synthetics, plus golf shoes, gym bags, backpacks, hats, purses and more.

“NBALAB seeks partners who fuse true innovation with hoops culture,” adds Eric Perugini, president of NBALAB. “Game Face Grooming’s innovative wipe technology lets fans protect their sneaker investments with the same passion they bring to the game, now across every team in the league.”

NBA-branded Game Face Sneaker Cleaning Wipes will be available for purchase this October on their website gamefacegrooming.com. MSRP: $15 (8-count box)