Sydeon’s New Balance Partnership Is Already Influencing Me

Authentic brand–creator partnerships are like a good outfit: effortless, memorable, and sells itself. For Sydeon, although she’s made a name for herself streaming gameplay on Twitch, her content has always reflected her broader interests in fashion and lifestyle, whether she’s cosplaying as Rogue from X-Men, giving a wig tutorial, or travel vlogging foodie adventures overseas. Which makes it that much easier for a brand like New Balance to sign on. “New Balance has this really unique outlook on their brand and on culture and just craftsmanship and individualism and all those things,” Sydeon says, “and I think that kind of lined up with me as a streamer as well.”