New Balance Renews Partnership With Rival to Power Its Global Gaming Community

New Balance and Rival are excited to share that our partnership—originally launched in 2023—was officially renewed in June 2025, reinforcing a shared commitment to building an engaged, global gaming community around one of the world’s most iconic lifestyle brands.

What began as an initial exploration into branded gaming experiences has grown into a long-term collaboration focused on community, connectivity, and next-generation fan engagement. The renewal reflects strong momentum and a continued belief in gaming as an important cultural touchpoint for New Balance consumers.

A Partnership Built on Community

Since joining forces, Rival and New Balance have worked together to create a consistent presence in gaming—giving fans new ways to connect with the brand, participate in competitive experiences, and engage alongside athletes, ambassadors, and each other.

Through Rival’s platform, New Balance has been able to expand its footprint in gaming in a way that aligns with its brand values: creative, community-driven, and accessible.

Looking Ahead: Scaling Engagement Through Gaming

With the renewal, both organizations are focused on expanding and enriching the New Balance gaming community. This includes:

• Developing repeatable, brand-aligned gaming moments that encourage ongoing participation

• Building deeper pathways for fan engagement, both digital and real-world

• Creating opportunities for community interaction around sport, culture, and lifestyle

• Strengthening the relationship between New Balance and its next-generation consumers

As gaming continues to influence culture globally, this partnership positions New Balance to meet fans where they already are—through experiences rooted in inclusivity, creativity, and play.

What New Balance Is Saying

“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 continue our relationship with Rival to bring unique and immersive gaming moments to consumers,” said Chris Davis, CMO & SVP of Merchandising at New Balance. “As a brand, we strive to innovate, evolve, and create meaningful connectivity. Gaming plays a key role in that future.”

What Rival Is Saying

“Gaming is a natural extension for one of the world’s most respected lifestyle brands,” said Matt Virtue, CEO of Rival. “This renewal underscores the value of the community we’ve already built together—and the opportunity ahead. We’re thrilled to help New Balance deepen its connection with fans through accessible, scalable, community-oriented gaming experiences.”

Setting the Standard for Brand-Led Gaming Communities

New Balance was among Rival’s earliest brand partners, and renewing the relationship highlights a shared belief in long-term community building over one-off activations. Together, the two organizations aim to set the standard for how lifestyle brands engage authentically with the next generation of consumers through gaming.