Nike China has united with the Chinese League of Legends Pro League (LPL), to confirm a four-year partnership that will see Nike become the official and exclusive apparel and footwear partner of the LPL until 2022.
The LPL is one of the leading leagues in professional League of Legends, it is home to current world champions Invictus Gaming.
The deal with Nike, means the brand will provide apparel and footwear for all 16 LPL teams – Nike also hopes to utilise its expertise in sports science to explore new ways to serve esports players through new training programs. LPL teams will also be equipped with new Nike team jerseys, whilst LPL fans will be able to purchase a new range of lifestyle apparel and footwear.
Eric Wei, Vice President, Category Marketing at Nike in Greater China, commented: “Esports athletes share the same determination and competitive spirit as all athletes, they spend their lives preparing for intense competition, working relentlessly to improve their reflexes, coordination, vision, mentality and teamwork. We are very excited to support LPL teams and players with ground-breaking esports game-day gear and training programs that will help unleash their full potential.”
The LPL is managed and operated by TJ Sports, a joint venture between Riot Games and Tencent.
Bobby Jin, Co-CEO, TJ Sports, added: “Our unprecedented partnership with Nike will enable LPL teams and players to continue to shine on the world stage. Esports is a digital sport, and collaboration with Nike will push it to new heights. The partnership with Nike can bring more professional and scientific services to esports athletes.
“It also lets esports, the digital sport, to be more integrated into public life in a dimensional and in-depth way.”