Revenge of the Nerds: Why Big Brands Are Signing Up Esports Stars
Professional gamers are stars in their own right. Packing out stadiums from Seoul to Seattle, the art of 'pwning' foes on League of Legends et al is estimated to hit a cool $1.3 billion by 2020. A tidy sum, and
Recently, Adidas appointed U.S. super gamer Ninja (real name Tyler Blevins) as its latest brand ambassador via a very motivational video that was only missing "Chariots of Fire" in the background.
As the first pro-gamer signing by Adidas (and arguably the most high profile Esports appointment by a multibillion sportswear brand), it's a turning point for ambassadorships at large. Once the sole reserve of actors, athletes, and a smattering of genetically blessed models, the Internet has not only birthed a new legion of
The nature of video gaming itself makes such a turn all the
So far, Adidas hasn't outlined the intricacies of the partnership. It is, however, bound to be lucrative: Blevins earns an estimated $500,000 a month from streaming Fortnite, and previously scored big deals with Electronic Arts and Microsoft. Pro-gamers don't come cheap.
This story originally appeared on Esquire.co.uk. Minor edits have been made by the Esquiremag.ph editors.