It looks like esports is finally getting the brand recognition it deserves as an industry. Renowned Chinese League of Legends player, Jian Zihao AKA Uzi, has recently signed an endorsement deal with multinational sportswear behemoth, Nike – and he’ll be joined by current Lakers star, LeBron James, or if you’re fond of sobriquets, King James.
Jian will be part of James’ “Dribble &” campaign, and his contributions will include a line of “Dribble & Carry”-printed T-shirts. The campaign title is crafted in response to conservative Fox show host Laura Ingraham’s remarks that James — and by extension, professional athletes — should “shut up and dribble”, after James publicly criticised President Trump, denying them the right to opine on the state of American politics, because freedom of speech only matters when you like what you’re hearing, apparently.
While Jian marks the first of Nike’s eSports endorsement partners, Nike isn’t the first in the market to have eSports athletes on board. Popular apparel brand, Champion has previously partnered with the international, multigame eSports team, Team Dignitas, sponsoring their official jersey, casual wear, athletic wear and launching a fan-focused clothing line.
Considering the amount of fanfare it’s getting, if you’ve been thinking to join the world of eSports, it looks like the time is now.
JoYFQ is a Gryffindor who distracts herself from the pitfalls of capitalism and hegemonic representations by reading fanfiction. Has surprisingly good RNG luck in games. Probably just jinxed herself.
Si Jia
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