Popular gaming streamer Tyler 'Ninja' Blevins, who recently made a high profile transition from Twitch to Mixer, is shaking up things up once again: he's now officially the first video game streamer to sign a high-profile deal with Adidas. Ninja has signed on for a multi-year deal with the sportswear producer, though it isn't certain what products will result from the unique collaboration.
The new partnership doesn't actually feature any Ninja-specific offerings as of yet, and might even include digital-only purchases. Blevins told fans to "use their imagination" when it came to product possibilities, with Adidas itself saying the partnership could lead to products "in either the physical or the virtual world". Given that the affable streamer has a colorful signature hairstyle, we'd guess that whatever products come to be aren't going to black-and-white.
While Adidas has sponsored countless athletes in the past, making similar deals with video game streamers is relatively new territory for the company. On the other hand, Ninja is no stranger to brokering deals with high-profile brands: he's been a longtime collaborator with Samsung, has a partnership with Red Bull, and was reportedly paid a million dollars by EA to stream Apex Legends when the game first launched.
With how much money is involved in esports and the huge numbers of fans now tuning in to both professional tournaments and casual streams, it's no surprise to see companies like Adidas take notice. Nike signed on to make jerseys for the League of Legends pro league in China earlier this year, while the likes of Champion and K-Swiss have signed smaller-scale partnerships with individual teams and players. While Ninja may be one of the most high-profile gaming-related partnerships of late, he certainly won't be the last.
All-in-all, this seems like a great move from Adidas, which will expose its brand to a huge demographic that might not typically find itself in the sportswear provider's typical sphere of influence, and on a recent Mixer stream, Ninja told fans that they wouldn't have to wait too long to see what his collaboration with Adidas will bring to the table. Whatever surprises are in store, it looks like Adidas and Ninja will be fairly quick to deliver them.