Nike has named an unprecedented endorsement deal with an esports athlete through a partnership with Chinese League of Legends player Jian “Uzi” Zinhao.
Marking it he very first deal in which American sportswear giant has signed a endorsement deal with a professional eSports athlete.
As part of the endorsement deal, Jian Zinhhao who represents the Royal Never Give Up(RNG) team, star alongside National Basketball Association(NBA) icon LeBron James and Chinese actor Ba jingting to promote the former’s ‘Dribble &’marketing campaign to support his upcoming “Shut Up and Dribble” ShowTime series.
With the launch of the partnership, Zinhao can be seen brandishing a black t-shirt adorned with the text ‘Drible & Carry’, with the word ‘Carry’ (a term used in League of Legends to mean a single player pushing his or her team to victory) only appearing on Zihao’s jersey.
The 21 year old, Zinhao is unanimously considered as the best league of legends players in world, and recently he has bagged gold medal in the title at the Asian games in Jakarta, where competitive games ware included for the first time as a demonstration event. In china a state based broadcaster CTV also has shown a documentary featuring Zinhao’s career before his appearance at the games.
Zihao’s team RNG have also signed a number of non-endemic commercial deals in recent times, partnering with both German car giant Mercedes and fast food chain KFC.