Nike: Esports

The esports industry has exploded in recent years, and while pro gamers have become the new superstars of youth culture, their lifestyle has consequences for both body and mind. Our goal with Nike was to inspire a generation of gamers in China with an entertaining but impossible-to-ignore philosophy that strong bodies + strong minds = stronger gamers.

Welcome to Camp Next Level – Nike's first-ever Esports campaign.

The film takes place in a fictional gamers training camp, where legendary pro player UZI — recently retired from China’s League of Legends Pro League (LPL), Nike Greater China’s partner — and his workout guru named ‘NXT’ push gamers to reach their full potential with a series of increasingly crazy workouts inspired by real world best practices.