adidas launches dedicated site for partnership with eSports star ‘Ninja’

Sports brand adidas has partnered with Sports star Tyler Blevins, more commonly known as Ninja, via a dedicated micro-site. The two appear to be collaborating for a campaign titled “Time In”, telling stories of the time and effort put in by creatives to hone their crafts.On the website, adidas invited fans to sign up through a form for further updates and “stay tuned for big things to come.” It also described the attitude and passion that creators have to deliver their best works. The campaign, according to the brand, is about paying homage to the creators, the innovators and the artists whose work “spans the creative gamut and lays the foundation for all those who follow”. It added:There’s never been a better time to blur the lines between the cultures of gaming and fashion.Meanwhile, Ninja also made the official announcement on its Twitter account, to which adidas retweeted saying simply, “Welcome to the family”. The tweets have garnered 52, 700 and 15,200 likes in under a day on Ninja’s and adidas’ accounts respectively. The tweets included a teaser video featuring Ninja, which has drawn over 580,000 views on YouTube within a day. In the caption, Ninja shared: “I remember when people used to ask me whether I could actually make a career out of gaming. I remember when people used to tell me this would never be ‘real’.”However, he told viewers to let such comments stop them from catching their dreams.[Digital Marketing Asia Conference 2019 in Singapore is back! Join us on 8-9 October as we hear from experienced practitioners and thought-leaders on how they are managing complex digital transitions and reimagining new ways for their marketing to become more customer focused, agile and interactive. Book your seats today.]Ninja built his fame on streaming platform Twitch but has recently broke up with the company for another Microsoft-owned Mixer. Shortly after, he called out Twitch for promoting pornography on his old channel, expressing his “disgust”.Read more:Garena: Building community key to the success of esportsRazer tapped as official e-sports partner of SEA Games 2019Lagardère Sports strengthens foothold over esports territoryRiot Games’ James Lewin pushes brands to get into esportsLenovo looks to broaden reach of Legion brand with esports sponsorshipSingtel sponsors SG e-sports team headed to SEA GamesTwitch pulls ad-free viewing on Prime service, draws ire from gaming communityAmazon buys video game streaming firm TwitchIndonesian eSports team BOOM hands Grey brand and social dutiesSPH’s events arm makes foray into eSports with SG$1m investment during COMEX