Nike’s esports strategy focuses on three things. A region: China. A game: League of Legends. And a mission: player health.
The athletic apparel brand’s first esports ad, created by Wieden+Kennedy Shanghai, packages this strategy into a 90-second energy-fueled bootcamp dubbed Camp Next Level.
In the ad, professional players for the League of Legends Pro League (LPL) in China spend time doing just about everything except actually gaming: think kickboxing, eating apples and napping. In esports as a whole, there has been an increased focus on players’ mental and physical health through fitness and nutrition. At Camp Next Level, retired League of Legends star Jian “Uzi” Zi-Hao shows off a new Nike compound to a group of top players.
