Mentioned in this article
- Tyler “Ninja” Blevins and Adidas Originals announce a multi-year partnership.
- Blevins told fans that the partnership might yield products in “the real or virtual world.”
- Blevins, who rose to popularity on Twitch, recently made the move to Microsoft’s Mixer streaming platform.
Fortnite streamer Tyler “Ninja” Blevins and German athleticwear brand Adidas Originals have entered in a partnership, according to announcements made on August 27.
Neither Adidas or Blevins revealed details surrounding the partnership other than a tagline of “Time In,” a reference to “putting the time in” to a passion before finding success. A dedicated microsite has been created that allows consumers to sign up for email alerts, although no specific merchandise has been revealed as of this writing.
“There’s never been a better time to blur the lines between the cultures of gaming and fashion,” says the microsite. “Whatever your craft is, we invite you to clock in and stay tuned for big things to come.”
During a Mixer stream, Blevins told his audience that he couldn’t reveal any details about the Adidas partnership but encouraged them to “use their imagination.” It could, he hinted, result in products in “the real or virtual world.”
Adidas has said publicly that this is a “multi-year” partnership.
The athletic brand has entered into a number of esports partnerships over the past year including Team Heretics, Team North, Grow uP eSports, and Lyon EDG, the joint FIFA Online 4 team of Olympique Lyonnais and EDward Gaming. The deal with Blevins marks Adidas’ first dedicated partnership with an individual player.
On August 27, the day of the official announcement, a short video was posted by 100 Thieves founder Matthew “Nadeshot” Haag revealing a black and gold care package from Adidas. The box, labeled “Time In” with both Adidas and Ninja logos, was intended for pro player Jack “CouRage” Dunlop and was not opened for the public.
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