Fortnite streamer Ninja has become Adidas' first e-sports athlete
Popular Fortnite streamer Tyler Blevins, also known as Ninja has quite literally changed the game on playing game. He’s now become the first solo gamer to be picked up by Adidas.
Ninja has made just about everyone realise just how lucrative a career in streaming can be. According to sources at Reuters, E.A. has paid him a cool U.S. $1 million just to play its Apex Legends game in order to generate hype before its release. It paid off too as Reuters goes onto say the move generated 10 million sign-ups for the game in the first 72 hours.
It’s hardly a secret that Ninja makes a lot of money and has an overwhelming digital reach. He’s previously confirmed with CNN that he can rake in over U.S. $500,000 per month, or more on a good month.
He’s also amassed more than 1.5 million subscribers and two million followers on his new streaming channel on Microsoft’s Mixer platform.
This kind of influence does not go unnoticed, least of all by big brands. In a recent Twitter reveal by Ninja, he has confirmed he has now linked up with the German sportswear titan Adidas.
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 @adidasoriginals
. https://t.co/B42gK4AoF5#createdwithadidas pic.twitter.com/PdAKnCflCD— Ninja (@Ninja) August 27, 2019
Adidas has justified the partnership with saying it is "supporting creators who show dedication to excelling in their field."
This isn’t a first for Adidas dipping its toe into the multi-billion dollar e-sports scene, though it is the first time they’ve sponsored an individual rather than team or event.
Back in 2018 Adidas joined forces with the North e-sports team, a Danish pro gaming team focusing on CS:GO. It provided all the sponsored clothing the team had to wear in 2018.
Sandra Essesjo, communications manager at Adidas said:
"Esport in general has a fantastic community which supports and gathers people across borders. At the same time, the youth culture has a strong voice in Copenhagen.
"We believe, as a sports company, that you are able to succeed with passion, practice, motivation and support. We want to show the new generation, that we see and support what they care about, because we know how important communities are for young people.”
There’s no word on what Ninja’s partnership with Adidas will involve right now, whether it would be gaming-inspired clothing, shoes, or something totally different.
You can check out the announcement on Adidas’s website here.