New Balance have linked up with SV2, unveiling the YouTuber as their first-ever gaming ambassador.

The Boston-based brand's latest move sees them tap one of the UK's biggest online names. With over six million followers across all platforms, SV2 — also known as Eman — has built a global following through his love for the beautiful game, from real-life challenges to gaming.

The two will work together to help uplift the next generation of ballers, gamers, and all-round creators through a series of online and IRL content and events, with New Balance supporting SV2 in growing his community in all areas.

While a landmark moment for the brand, it's not their first run out in the online world, having previously launched products and campaigns in collaboration with the likes of EA Sports FC. One recent example came with Endrick, whose signature 'Irmão' Tekela V4 Pro+ X was unveiled to the world in-game.

Alongside signing SV2 as an ambassador, New Balance have also brought back their popular gaming community, Rival X.