We all are familiar with Adidas’s star-studded roster of brand ambassadors which ranges from football superstar Messi to Bollywood actor Ranveer Singh. But now, the three-striped brand has found a brand ambassador in a new kind of superstar. 

Adidas has partnered with professional video gamer and Fortnite star Tyler “Ninja” Blevins. According to The Verge, apparel companies signing deals with gaming stars is a new concept. Ninja has a book deal and partnerships with brands like Samsung and Redbull but his new partnership with Adidas is by far his biggest.

Belvins is one of the biggest names in esports and this could be an initiative to make esports a mainstream category. 

“The partnership marks the sportswear brand’s commitment to gaming, blending the physical and digital worlds to help creators achieve their best. Adidas officially welcomes one of the most prolific gamers and content creators in the world to its famil,” a statement given by Adidas. 

“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.’ There are no shortcuts. Only long days. Never let anyone tell you that you can’t catch your dreams. Choose your path. Put the time in. I’m humbled, and excited, to officially announce my partnership with Adidas,” Belvis wrote. 

(Header credits: Benedict Evans)