New Balance Enters Gaming with SV2 as First Official Ambassador

New Balance has officially entered the gaming space by naming SV2 as its first-ever gaming ambassador, marking a strategic move to connect with the next generation of digital athletes and creators.

The collaboration signals the brand’s official entry into the gaming space and underscores its commitment to engaging the next generation.

Who Is SV2?

With over 5.4 million subscribers across his YouTube channels, 583k followers on TikTok, and 219k followers on Instagram, SV2, also known as Eman, is renowned for his EA SPORTS FC gameplay, football challenges, and trick shots. He is celebrated for supporting the next generation of youth footballers. As a talented player himself, SV2 often blends real-life challenges with gaming, comparing in-game players to real-life performances or recreating digital challenges on the pitch.

Bridging the Physical and Virtual Pitch

SV2’s unique ability to compete on both the physical and virtual pitch aligns perfectly with New Balance’s values. His relentless pursuit of content creation for his community makes him a pinnacle expression of sport, craft, and community. SV2’s electric energy and authenticity have established him as a cultural bridge between the virtual and physical worlds of football, connecting with the next generation of footballers and gamers. Many are inspired to create through inclusion in his videos or participation in his SV2 Youth Football camps.

“Joining New Balance as their first gaming ambassador is a massive honor. I'm excited to show that the future of sport isn’t just physical. It’s digital too,” says Eman. “Gaming has become a powerful platform for creativity, competition and community, and I’m proud to represent a brand that recognizes that.”

New Balance’s Vision for Gaming

Chuck Mauro, Senior Global Director of Brand Strategy and Creative at New Balance, shared his excitement about the partnership:

“We’re so excited to add Eman as our first gaming ambassador. His ability to seamlessly blend gaming and football makes him a powerful storyteller and an advocate for the next generation. We’re looking forward to where this partnership can take us in the gaming space and beyond.”

As an ambassador, SV2 will help New Balance bridge the gap between physical and virtual football through gaming activations, content, storytelling, and collaboration with the brand’s partners. New Balance will also support SV2’s craft as a creator and help him grow his online community.

New Balance’s Growing Presence in Gaming

Over the past year, New Balance has ramped up its involvement in gaming, activating with various sports titles, including EA SPORTS FC, NBA 2K, and recently re-launching the brand’s gaming community on Rival X.

For more information, follow @newbalancefootball on Instagram or visit www.newbalance.com/soccer.