New Balance Enters The Gaming Community

Despite being a well-established player in the sneaker industry, New Balance continues to act as a disruptor. Through exciting partnerships matched by colorful marketing campaigns, the Boston-based brand is changing what is expected of sneaker companies.

Today New Balance joined forces with the Rival gaming platform to grow the organization’s global gaming community. Through a series of online tournaments powered by Rival, New Balance give the gaming community special access to the brand through athletes, ambassadors, unique experiences, and exclusive products.

“The world of gaming is an increasingly important medium due to the sense of community and connectivity that the experience fosters. We are excited to formally announce a relationship with Rival to bring unique and immersive gaming tournaments to consumers,” says Chris Davis, New Balance CMO, and SVP Merchandising.

“As a brand, we consistently strive to challenge the status quo and possess a relentless desire to innovate and evolve. New Balance sees significant opportunities to increase engagement and create meaningful consumer connectivity by uniting our fans through the Rival gaming experience.”

Fans and gamers can expect New Balance to launch its presence on Rival this spring through a Rocket League tournament that invites gamers and fans of the brand to compete for the chance to win a prize pack of New Balance sneakers and apparel.

“Gaming is a natural extension for one of the world’s most respected lifestyle brands, extending its reputation for creative, relevant, and grassroots initiatives,” said Rival CEO Matt Virtue.

“Rival’s approach and platform will enable New Balance to deepen its connection with its well-established and passionate consumer base and bring its gaming community to life, with applications to every sport, every athlete, and every gamer, at all levels.”

Rival is known for its collaborations with professional sports teams. The relationship with New Balance is the gaming platform's third partnership with a consumer brand and its first in the athletics and lifestyle space.

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