Gaming gear brand CHERRY XTRFY has announced a new partnership with Emil “HeatoN” Christensen, one of the most well-known names in the history of Counter-Strike. HeatoN is an eight-time world champion and is widely seen as one of the most important players in competitive gaming history.

The financial terms of the partnership weren’t publicly disclosed. As part of the agreement, HeatoN will work with CHERRY XTRFY as an ambassador over the coming year. He will also represent the brand and also help test products and give feedback to support future development.

CHERRY XTRFY also explained that HeatoN’s connection with Xtrfy goes back many years. In the early days of the brand, HeatoN helped make Ninjas in Pyjamas the first team to launch its own gaming gear brand. One of Xtrfy’s first mouse releases was the M3 HeatoN, created in collaboration with him.

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Emil ”HeatoN” Christensen said, “It feels great to be working with CHERRY XTRFY. Over the years, I’ve always come back to using their products for the quality and performance, but also because of the people behind the brand. It’s a company I genuinely believe in and can stand behind. Being able to contribute my experience, test products, and help shape future development also feels like a natural step, and something I’m truly excited about.”

Joakim Jansson, Director of Product Management at CHERRY and co-founder of Xtrfy, said, “It’s great to welcome HeatoN back to CHERRY XTRFY. Emil is not only one of the most legendary players in the history of esports, but also an important part of the history of our brand. From being part of Xtrfy a decade ago to representing CHERRY XTRFY in 2026, Emil is part of both our legacy and our future.”

Brands tapping pro players to help refine gaming gear is pretty standard in esports by now. Not long ago, ZOWIE announced a partnership with Dan “apEX” Madesclaire, the in-game leader for Team Vitality’s Counter-Strike 2 roster. He’ll collaborate directly with the company’s engineers and performance experts to refine competition-ready gear.

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