Nike is venturing into virtual athletics in its sports marketing strategy, having just signed Jian “Uzi” Zihao to its first e-sports endorsement deal. The move comes just as Michael Jordan is becoming a shareholder in Axiomatic, which controls the Team Liquid, rated as the third-largest player in professional e-sports. Zihao is a Chinese videogame player who is particularly expert with the League of Legends, where he won an unofficial gold medal in the game at this year's Asian Games in Jakarta. He has signed further endorsement deals with Mercedes and KFC. In addition, Zihao is joining the Chinese actor Bai Jingting and the NBA star Lebron James in the “Dribble &” marketing campaign for a documentary produced by James' company, SpringHill. Shut Up and Dribble, which airs in October on the American cable network Showtime, explores the expanding cultural and political influence of NBA stars in the U.S.

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