Nike has signed an endorsement deal with Royal Never Give Up League of Legends player Jian “Uzi” Zihao, featuring him alongside Chinese actor Bai Jingting and NBA player LeBron James.

The deal is to promote LeBron’s new “Dribble &” series campaign, with Zihao wearing a black T-shirt with the text “Dribble & Carry”.

This is the first time that Nike has partnered with an esports professional player.

Nike, one of the biggest sports equipment and apparel brands in the world, has signed an endorsement deal with Royal Never Give Up (RNG) League of Legends player Jian “Uzi” Zihao.

According to the announcement by Nike Basketball, Zihao, Chinese actor Bai Jingting, and NBA basketball player LeBron James will promote James’ “Dribble &” marketing campaign in support of his upcoming documentary series “Shut Up and Dribble”. In the advertisement, Zihao wears a black T-shirt with the text “Dribble & Carry”, with the key word “Carry” (a term used in League of Legends to mean a single player pushing his or her team to victory) only appearing on Zihao’s jersey.

Related Article: KFC Signs One-Year Deal with Chinese Team RNG

The deal is the first time that Nike has partnered with a professional esports player. Zihao is considered one of the best League of Legends players in the world. In addition, Zihao has a significant social influence in China. Chinese media CCTV aired a documentary about Zihao’s esports career before he went to compete at the Jakarta Asian Games, where Zihao won the golden medal for China’s national League of Legends team.

Chinese esports organizations have been signing many non-endemic deals in recent months, with Mercedes-Benz and KFC having each signed a one-year sponsorship deal with RNG. The Daimler AG car brand is currently being promoted not only through RNG’s social media and jerseys, but at the team’s Beijing home stadium. KFC China, meanwhile, has begun producing RNG-branded exclusive products, released as a tie-in for the League of Legends World Championship.