Nike Signals Huge Esports Intent In Asia

Nike has signed an exclusive apparel partnership with South Korean based global esports organisation, T1 Entertainment and Sports.  

Under the terms of the agreement, Nike will design all T1 team uniforms while every athlete on the South Korean outfit’s stable will wear the American brand’s footwear and sportswear during competition.

The deal also includes the development of a new esports training facility based in T1 headquarters in Seoul, South Korea’s capital, where Nike will devise training programmes designed to improve the performance of T1’s professional gamers. It echoes a similar sponsorship play it made with China’s League of Legends (LoL) Pro League last February, the Swoosh’s first deal in the market.

Lee Sang-hyeok, T1’s star League of Legends player commonly known as ‘Faker’, will play a major role in promoting the partnership due to his iconic status and strong personal following.

T1 chief executive Joe Marsh said, “Partnering with Nike marks a historical moment in our organisation’s history as we work to transcend esports and further cement T1’s position as a global brand.

“Together, we are thrilled to bring innovation to the next level through Nike’s premier training programmes and performance wear that will help maximise our players’ potential and strengthen the longevity of their careers. 

“Nike is renowned for supporting elite athletes of all types and we are excited to collaborate on apparel for our teams and fans to celebrate T1 in every corner of the world.”

Founded in 2012, T1 becomes the latest esports company that Nike has invested. It also has multi-year deals with the likes of the aforementioned China’s League of Legends (LOL) Pro League and Brazilian gaming entity Furia Esports

Brant Hirst, Nike’s marketing director in Korea, said, “We’re interested in understanding and learning more about the relationship between improved physical fitness and athleticism as it relates to gaming. 

“These athletes have unique skill sets that we believe we can help them improve through tailored training methods.”