The Esports industry has boomed over the past few years, with tens of millions tuning into League of Legends World Championship worldwide. But while pro gamers have become a large part of youth culture, the lifestyle of a modern gamer sometimes has consequences for both body and mind, says a new campaign from Nike created by Wieden+Kennedy Shanghai.
Nike’s first Esports ad takes place in a special gamer training camp, where LPL legend UZI and his workout guru NXT push gamers to reach their full potential with a series of increasingly crazy workouts. The film launched in China prior to this year’s League of Legends World Championship, which was hosted in Shanghai.
“Our goal is to inspire gamers with a non-stop entertaining film,” said Wieden+Kennedy Shanghai creative director Jeff Fang. “We don’t want to preach. And most people don’t like to be told ‘go work out.’ But gamers are incredibly competitive. Top players put in 16 hour days, six days a week – which can take a massive toll on their body. We believe strengthening their bodies and minds can help take their game to the next level.”“Gamers’ brains get bombarded with stimuli all day long,” added Wieden+Kennedy Shanghai creative director Matt Meszaros.”So we needed to wow them or lose them.”
The film will likely spark discussion over Nike’s place in the Esports world.
