Philips Domestic Appliances is launching a first-of-its-kind automated cleaning device that helps keeps sneakers spotless and as fresh as new. 

The Philips Sneaker Cleaner GCA1000/60 is a cordless device that makes cleaning sneakers a seamless and affordable experience.

It includes three brushes designed for different materials. The soft brush is for multipurpose use, ideal for mesh and canvas, the hard brush for thorough cleaning of tough surfaces like textured rubber or shoe soles, and the soft sponge for delicate materials like PVC, leather, and suede. It also has a water-resistant head that protects the device during use.

The Philips Sneaker Cleaner rotates at 500RPM, boasts an 80-minute runtime, weights just 350 grams and has an IPX5 waterproof rating.

Commenting on the launch, Philips Domestic Appliances country manager for Australia and New Zealand, Geoff Hannaford said, “Sneaker culture in Australia is rapidly growing and as a consumer-first brand, we realised that keeping sneakers spotless is a common concern.

“Considering the sneaker-loving community, and the value of their favourite shoes, they are an investment worth taking care of. Given the lack of holistic, one-stop solutions that help consumers keep their kicks fresh and clean, we have launched an industry-first device – the Philips Sneaker Cleaner; a convenient, effective, and ‘easy-on-pocket’ shoe maintenance and laundry solution.”

The Philips Sneaker Cleaner GCA1000/60 is priced at $49.95 and comes with a two-year warranty.