Following our initial report that suggested that Nike (NKE) had entered into its first esports deal with the Chinese League of Legends Pro League (LPL), the athletic giant came out today to officially announce a four-year deal with the league.
LPL x Nike
Starting from the 2019 Mid-Season Invitational, you can purchase @Nike and LPL esports themed clothing. The LPL team jersey designed by Nike will be unveiled during the 2019 World Championship finals too. So expect more future apparel and sneakers by Nike and the LPL! pic.twitter.com/2QXiKAxHFz
— LPL (@lplenglish) February 28, 2019
According to the announcement, Nike will become the LPL’s official and exclusive clothing and footwear partner across the league’s 16 teams. The LPL is the top League of Legends league in China, sponsored by Tencent (TCEHY), the owner of Riot Games.
“Like other athletes, esports athletes are equally afraid of competition and perseverance. Esports athletes are always preparing for fierce competition. They have made unremitting efforts to improve their reaction and coordination, overall situation, and will. Strength and teamwork.” said Wei Dunxiang, Nike China’s VP of category marketing. “We are very pleased to be able to provide EPL teams and players with esports uniforms and professional body training programs to help them continue to explore their potential.”
No monetary details of the partnership have been revealed, but it was previously speculated that the total deal was in the neighborhood of $144 million.
Nike’s first unofficial foray into League of Legends came after professional player Jian ‘Uzi’ Zihao appeared alongside basketball icon LeBron James to support the star’s “Dribble &” campaign.