Who said esports isn't an actual sport? Nike has taken yet another bold step into the gaming world with the unveiling of its first-ever esports spot.

The Chinese ad arrives courtesy of agency Wieden + Kennedy, whose legendary working relationship with the Swoosh goes back nearly 40 years. In it, retired League of Legends superstar Uzi – who was the first-ever esports athlete to be signed by Nike – appears in holographic form while other gamers are put their paces at Camp Next Level, emphasizing the importance of maintaining a balanced lifestyle while putting in long hours. Nike and W+K have a long tradition of fun and intuitive campaigns that often shun individual products to deliver a bigger, more important message, and the recipe here doesn't deviate much.

“Our goal is to inspire gamers with a nonstop entertaining film,” said Wieden+Kennedy Shanghai creative director Jeff Fang. “We don’t want to preach. And most people don’t like to be told ‘go work out.’ But gamers are incredibly competitive. Top players put in 16-hour days, six days a week—which can take a massive toll on their body. We believe strengthening their bodies and minds can help take their game to the next level.”

In 2019, Uzi appeared in a Nike documentary that saw him go through a series of health tests at one of the brand's campuses (the results were not good, and aged 23, he retired from esports). In February that same year, Nike announced its partnership with the League of Legends Pro League (LPL), becoming the official shoe and clothing provider of the top online gaming league in China. adidas, PUMA, New Balance and K-Swiss are others to have made inroads into the esports industry, with China, in particular, seen as a big opportunity for growth.

Watch the new cut below.

What To Read Next

*If you submitted your e-mail address and placed an order, we may use your e-mail address to inform you regularly about similar products without prior explicit consent. You can object to the use of your e-mail address for this purpose at any time without incurring any costs other than the transmission costs according to the basic tariffs. Each newsletter contains an unsubscribe link. Alternatively, you can object to receiving the newsletter at any time by sending an e-mail to info@highsnobiety.com

Web Accessibility Statement

Titelmedia (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, www.highsnobiety.com. Titelmedia strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titelmedia has engaged UsableNet Inc, a leading web accessibility consultant to help test, remediate and maintain our Website in-line with the Web Content Accessibility Guidelines (WCAG), which also bring the Website into conformance with the Americans with Disabilities Act of 1990.

Disclaimer

Please be aware that our efforts to maintain accessibility and usability are ongoing. While we strive to make the Website as accessible as possible some issues can be encountered by different assistive technology as the range of assistive technology is wide and varied.

Contact Us

If, at any time, you have specific questions or concerns about the accessibility of any particular webpage on this Website, please contact us at accessibility@highsnobiety.com, +49 (0)30 235 908 500. If you do encounter an accessibility issue, please be sure to specify the web page and nature of the issue in your email and/or phone call, and we will make all reasonable efforts to make that page or the information contained therein accessible for you.