Sportswear giant Nike has signed its first ever esports ambassador, Jian ‘Uzi’ Zihao. The Chinese League of Legends player, who represents the Royal Never Give Up (RNG) team, will star alongside LeBron James to promote the NBA stars ‘Dribble &’ campaign ahead of his upcoming ‘Shut Up & Dribble’ Showtime series.
To launch the partnership Zihao wore a t-shirt with the slogan ‘Dribble & Carry’, referring to a term used in League of Legends gameplay.
At SportQuake we believe this deal by Nike shows the transition between traditional sporting ambassadors and the new wave of esports athletes. Sportswear brands now see the IP of esports players as appealing to their target audience as mainstream professionals.
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