New Balance to connect with global gaming community through Rival

New Balance will give the global gaming community special access to the brand through a series of online tournaments powered by Rival, .

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.

Chris Davis, New Balance CMO, and SVP Merchandising, noted that the gaming world is an increasingly important medium due to the sense of community and connectivity that the experience fosters.

He added that New Balance sees significant opportunities to increase engagement and create meaningful consumer connectivity by uniting our fans through the Rival gaming experience.

According to Rival CEO Matt Virtue, their approach and platform will enable New Balance to deepen its connection with its well-established and passionate consumer base 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.