Boston, MA – July 24, 2025 – New Balance is proud to welcome Sydeon as its newest gaming ambassador, deepening the brand’s commitment to bridging gaming, culture, and craftsmanship. The signing welcomes New Balance’s second gaming ambassador after announcing SV2 earlier this month.
Sydeon embodies the modern creator—dynamic, multifaceted, and deeply connected to her audience. From variety gaming to cosplay, fashion, and lifestyle content, her vibrant presence has attracted over 824K followers across platforms. Her vlog-style videos – capturing her POV as she travels and explores the world – offer a refreshing and deeply personal look inside her life for her audience.
“Joining New Balance is a dream come true for me,” says Syd. “I've always wanted to bridge my love of fashion and gaming, and it means a lot to partner with a brand that values craftsmanship and champions creativity."
With roots in variety gaming, Sydeon brings a valuable new perspective to New Balance’s growing presence in digital culture. Her content resonates with a broad audience, blending gaming, lifestyle and self-expression in a way that feels both vibrant and personal. Her personal style aligns naturally with the brand and speaks authentically to the next generation of creators.
“We’re thrilled to welcome Sydeon into the New Balance family,” says Chuck Mauro, Senior Global Director of Brand Strategy and Creative at New Balance. “She's the epitome of the modern-day creator, someone who has an infectious personality and is always in pursuit of their craft. Her ability to build community and authentically live at the intersection of gaming and lifestyle makes her a perfect fit for New Balance as we expand into the gaming space."
As an ambassador passionate about bridging fashion and gaming, Sydeon will support the brand's lifestyle product launches by showcasing her style to her community. New Balance will support Syd's craft of content creation across her channels, and will integrate Syd into various gaming activations, including events and tournaments on Rival X.
New Balance’s presence in gaming continues to grow, with recent activations across EA SPORTS FC and NBA 2K, as well as the relaunch of its gaming community on Rival X. Sydeon’s signing reinforces the brand’s long-term vision of uniting physical and digital worlds while continuing its push into the variety and lifestyle space.
For more information, follow @newbalancewomen on Instagram or visit www.newbalance.com.
About New Balance
New Balance, headquartered in Boston, MA, has the following purpose: Independent since 1906, we empower people through sport and craftsmanship to create positive change in communities around the world. New Balance employs 10,000 associates around the globe, and in 2024 reported worldwide sales of $7.8 billion. New Balance owns five athletic footwear factories in New England and one in Flimby, U.K. New Balance MADE U.S. footwear contains a domestic value of 70% or more and makes up a limited portion of New Balance’s U.S. sales. To learn more about New Balance, please visit www.newbalance.com; for the latest press information visit http://newbalance.newsmarket.com.
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