New Balance Names SV2 as First Gaming Ambassador in Landmark Move
New Balance has officially entered the gaming arena, signing content creator and football trick-shot specialist SV2 — real name Eman — as the brand’s first
New Balance has officially entered the gaming arena, signing content creator and football trick-shot specialist SV2 — real name Eman — as the brand’s first-ever gaming ambassador. The move blends sport, street style, and digital culture, marking a strategic pivot into the virtual pitch for the sportswear giant.
Who Is SV2?
Eman, known online as SV2, has built a large following through his EA SPORTS FC content, viral football challenges, and precise trick-shot videos. His cross-platform presence spans over 5.4 million YouTube subscribers, 583,000 TikTok followers, and 219,000 Instagram followers. By recreating in-game moments in real life, SV2 has positioned himself as a hybrid athlete who connects physical and digital football worlds.
“Joining New Balance as their first gaming ambassador is a massive honour,” said SV2. “I’m excited to show that the future of sport isn’t just physical. It’s digital too. Gaming has become a powerful platform for creativity, competition and community, and I’m proud to represent a brand that recognizes that.”
A New Direction for New Balance Football
The partnership signals more than a typical endorsement. New Balance is now firmly stepping onto the digital pitch, acknowledging how gaming increasingly shapes fan engagement with football. SV2 becomes the face of this new chapter — where content, culture, and competition intersect.
“His ability to seamlessly blend gaming and football makes him a powerful storyteller and an advocate for the next generation,” said Chuck Mauro, Senior Global Director of Brand Strategy and Creative at New Balance. “We’re looking forward to where this partnership can take us in the gaming space and beyond.”
Activation Plans and Reach
As part of the agreement, SV2 will support New Balance through a mix of online and offline activations. These will aim to connect with gaming communities, push creative boundaries, and bring fans along. The partnership spans titles such as EA SPORTS FC, NBA 2K, and Rival X, reinforcing New Balance’s footprint in the evolving gaming landscape.
What This Means for Football’s Next Chapter
More than a signing, this move places both SV2 and New Balance at the heart of football’s future — on the pitch, off the pitch, and across the virtual frontier.
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