The shoemaker has released its first-ever esports ad, coming out of Nike Greater China, showcasing how these esports athletes get their minds and bodies prepared for the challenge.
Recently, Nike has sponsored Neo-FIFA and T1 in South Korea. The brand has had multiple tie up’s in the esports industry over the past year and is feeling more comfortable.
In Nike’s First Esports Ad, Gamers Attend an Insane Bootcamp. According to Nike, the ad is a reminder for these gamers to remain active and healthy in order to stay on top of the challenges of gaming – which can see top players putting in 16-hour days six days a week.
In the ad, professional players for the League of Legends Pro League (LPL) in China spend time doing just about everything except actually gaming: think kickboxing, eating apples and napping. In esports as a whole, there has been an increased focus on players’ mental and physical health through fitness and nutrition. At Camp Next Level, retired League of Legends star Jian “Uzi” Zi-Hao shows off a new Nike compound to a group of top players.
The player, widely regarded the best Attack-Damage Carry of all time (think Steph Curry or LeBron James), retired this summer. As James fights for a ring in his 17th NBA season with the Los Angeles Lakers, he seems to still have more seasons in the tank. Uzi, on the other hand, RETIRED at the age of 23.
We believe strengthening their bodies and minds can help take their game to the next level,” said W+K Shanghai’s creative director Jeff Fang, who helped create the ad.
“It’s not just about strengthening the body. Both sport and working out build mental strength too. The same discipline that helps you grind out a 10k can help you grind out a marathon gaming session.”
“Gamers’ brains get bombarded with stimuli all day long. So, we needed to wow them or lose them,” said W+K creative director Matt Meszaros.
For Nike, tapping into China’s booming esports market represents a huge opportunity.
According to Chinese government reports, esports revenue grew 54.69 per cent year-on-year in the first six months of 2020.
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