Nike is leaning further into esports with a new ad that began airing in China alongside the ongoing League of Legends World Championship in Shanghai. Last year, the event drew more than 100 million viewers.
The ad sends trainers to “Camp Next Level,” where League of Legends players aim to reach their peak gaming potential through intense workouts. It looks like a classic Nike sports ad, but features faces from the gaming world.
Video games are becoming a streetwear trend in Asia, and Nike appears to be taking a spot in the driver’s seat. Nike launched a collaboration with League of Legends — the “Good Game” line debuted in Asia and includes everything from sneakers to sweatshirts.
Notable Nike Esports Partnerships:
League of Legends Pro League (China)
T1 Entertainment & Sports (South Korea)