Nike has signed its first endorsement deal with an esports athlete through a partnership with Chinese League of Legends player Jian 'Uzi' Zihao.
Uzi is regarded as one of the world's best League of Legends players, winning a gold medal in the title at the Asian Games in Jakarta earlier this year. This was the first time competitive gaming was included within the Games.
Uzi who represents the Royal Never Give Up ('RNG') team will appear alongside NBA star LeBron James an Chinese actor Bai Jingting to promote the former's 'Dribble &' marketing campaign to support his upcoming 'Shut up and dribble' Showtime series.
'Dribble & Carry' is set to be the preferred strap-line for the campaign with ' Carry' being a term commonly used in League of Legends to refer to a single player leading their team to victory.
Nike names Jian Zihao as first esports ambassador. The gamer will collaborate with LeBron James as part of sportswear endorsement deal.