New Balance has just dropped a major announcement: the signing of SV2 — aka Eman — as the brand’s first gaming ambassador. It’s a landmark move that sees New Balance level up, fusing the worlds of sport, style, and digital culture in one bold strike.
Known for his electrifying EA SPORTS FC content, viral football challenges, and sharp trick-shot precision, SV2 has built an empire that spans over 5.4 million subscribers across YouTube, 583k on TikTok, and 219k on Instagram. Whether he’s putting in shifts on the virtual pitch or recreating game moments IRL, Eman’s ability to bridge the two arenas makes him the ultimate hybrid athlete for a hybrid generation.
“Joining New Balance as their first gaming ambassador is a massive honour,” says Eman. “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.”
The move signals more than just a name on a dotted line. It’s a powerful statement of intent from New Balance, who are now firmly laced into the digital pitch. With gaming increasingly influencing how fans interact with football, SV2 becomes the face of a new era for the brand — one where content, culture, and competition collide.
“His ability to seamlessly blend gaming and football makes him a powerful storyteller and an advocate for the next generation,” says 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.”
As part of the partnership, SV2 will support New Balance across a range of activations — both online and offline — connecting with communities, pushing creative boundaries, and bringing fans along for the ride. Whether it’s via EA SPORTS FC, NBA 2K, or Rival X, the move cements New Balance’s presence in the ever-evolving gaming landscape.
More than just a signing, this is a shift. One that puts Eman — and New Balance — at the heart of football’s next chapter. On the pitch, off the pitch, and across the virtual frontier.
For more information, follow @newbalancefootball on Instagram or visit www.newbalance.com/soccer.
