In a contract that nobody saw coming, Kai Cenat has announced his partnership with Nike.
The popular Twitch streamer shared the news during a live stream on his channel on Friday (February 9).
“We are now officially a member of the Nike family,” he said.
This announcement had been long-awaited, Kai included, and marks a significant milestone not just for him but the live-streaming community as a whole.
Kai is the 1st streamer to join the Nike family, therefore opening up a new avenue for collaborations between other content creators and major brands.
Nike nor Kai have described the exact terms of their partnership as of yet. However, the 22-year-old did promise he had “something big” planned with the company for an upcoming live stream in Las Vegas.
He’s also expected to participate in the upcoming NBA All-Star Celebrity Game on February 16. Kai will be playing on Team Shannon.
And now, with his partnership officially announced, it’s believed that he’ll be wearing Nike gear at the annual sports event.
As per to Sneaker News, Nike’s partnership with Kai seemingly shows the brand’s effort to tap more into the Gen Z audience.
Who better to support them with that than Kai? The New Yorker has quite really become an internet sensation for his relatable personality and celebrity live streams. He has already won the ‘Streamer of the year’ title twice and is considered one of the most-watched streamers on Twitch.