Nike Confirms It’s Entered Into a Relationship With Kai Cenat

Ian Servantes

9 February 2024 at 11:01 am·2-min read

Live streamer and YouTuber Kai Cenat announced Thursday night he’s entered into a partnership with Nike. The company confirmed the relationship to Footwear News but declined to give any specifics on what the deal will entail.

“We are officially a part of the Nike family,” Cenat said in a stream while sitting in the basement familiar to his 9 million Twitch subscribers.

More from Footwear News

Cenat has been named Streamer of the Year for the last two years of the Streamy Awards and at the 2023 Streamer Awards. The 22-year-old New York City native became the most-subscribed Twitch streamer of all-time in February 2023 as part of a month-long “subathon.” Cenat originally made his start in 2018 on YouTube, where he now has 5 million followers, before joining Twitch in 2021.

A number of high-profile rappers have joined his streams as guests, including 21 Savage, Lil Baby, and Bobby Smurda. He’s also appeared in a music video for Offset while directing another for A Boogie Wit Da Hoodie.

Bringing Cenat into the fold broadens Nike’s portfolio outside of sports after musicians, predominantly, have long since proven it isn’t just athletes who can sell sneakers. It appears to be the first such deal the Swoosh has signed with a streamer, bringing further corporate validation for an entertainment category particularly popular with Gen-Z.

Last summer, many people outside of Cenat’s audience became familiar with him because of his alleged role in causing a riot in New York City’s Union Square. Cenat announced a giveway of Playstation 5 consoles and gift cards, drawing thousands of fans to the area that eventually rioted. The NYPD arrested Cenat and charged him with first-degree rioting, inciting a riot, and unlawful assembly. An additional 65 other people were also arrested.

About the Author:

Ian Servantes is a Senior Trending News Editor for Footwear News specializing in sneaker coverage. He’s previously reported on streetwear and sneakers at Input and Highsnobiety after beginning his career on the pop culture beat. He subscribes to the idea that “ball is life” and doesn’t fuss over his kicks getting dirty.

Best of Footwear News

The Telegraph
Listen: Biden says he is ‘first black woman to serve with a black president’
Joe Biden has said he is “proud” to be the first “black woman to serve with a black president” in one of a series of verbal gaffes as the USA celebrated Independence Day.
NextShark
74-year-old woman dies after being shoved in front of San Francisco train
Corazon Dandan died after being pushed into an oncoming BART train at San Francisco’s Powell Street Station at around 11 p.m on Monday night. The suspect, 49-year-old Trevor Belmont, also known as Hoak Taing, was arrested at the scene and booked into the San Francisco County Jail on suspicion of homicide and elder abuse. Dandan, who was Filipino American, was a dedicated telephone operator at the Westin St. Francis and other hotels.
The Daily Beast
Conservatives Routed in Worst Election Result for 200 Years
LONDON—The Conservatives, the world’s winningest political party, were booted out of power in dramatic style on Thursday after 14 years of chaotic and divisive rule.The Labour Party had secured a landslide victory, ending an era of Conservative rule over Britain that stretches back to 2010; the year that the iPad and Instagram were launched and Lady Gaga wore that meat dress to the MTV music awards.In that time, the Conservatives have cycled through five leaders, each of them dragging the party
People
Eva Amurri Doubles Down in Defense of Her Wedding Dress Cleavage: 'My 32F Boobs Minding Their Business'
The bride, who wore a corset-style Kim Kassas gown on her wedding day, previously clapped back at trolls who felt “scandalized” by her breasts
Cinema Online
Joyce Chen confirms she has become a mother
The TVB actress shares photos of her and her daughter, not revealing partner's identity
The Telegraph
Biden ‘seriously considering’ leaving election race
Joe Biden has for the first time said that he is considering ending his presidential campaign, according to reports.
Hello!
Rod Stewart, 79, rocked by shock divorce news: report
In a surprising turn of events Rod Stewart has received some shocking divorce news. See details.
The Telegraph
Beijing is laughing at the West’s weakness
Russian aggression in Ukraine poses a threat to world peace and stability. China provides material support for Russia’s actions. All this is entirely clear. In Beijing, immediately after a meeting with Xi Jinping in April this year, US Secretary of State Antony Blinken said that “Russia would struggle to sustain its assault on Ukraine without China’s support”. This included selling huge quantities of machine tools and micro-electronics that would be used in the Russian defence industry.
Hello!
Maya Jama's racy red latex plunge dress is seriously spicy
The Love Island host just raised heart rates around the globe in a seriously sultry red latex dress. See photos
Bloomberg
These flight routes suffer the world’s worst turbulence
A series of incidents that left scores of airline passengers needing medical attention has shone a spotlight on the problem of severe in-flight turbulence.
CNN
9 out of 10 voters say there are important differences between Biden and Trump. Here’s what they see as the biggest ones
If there’s one thing that American voters overwhelmingly agree on, it’s that this year’s presidential election presents a stark choice. In the latest CNN poll by SSRS, 91% of registered voters say they see important differences between President Joe Biden and former President Donald Trump, dwarfing even the 77% of voters who said last fall that there were significant divides between the Democratic and Republican parties. Even among the so-called “double haters” – those with unfavorable views of
The Telegraph
Horrifying moment husband wheels suitcase containing murdered wife from home while carrying child
A husband who strangled his wife in front of her two children and lover on a video call was captured wheeling the suitcase containing her body out of his home.
INSIDER
How Obama mentored the new UK prime minister to help him tell his story
The leader of the Labour Party, Keir Starmer, has been mentored by Barack Obama. The relationship is likely to continue if Starmer wins the UK election.
BuzzFeed
"It Was The Worst Betrayal I Have Ever Experienced": People Are Revealing The Shocking Reason Why They Don't Speak To Their Sibling Anymore
"Once it became clear he was committed to those ugly morals, I told him never to contact me."
Evening Standard
All change: When will Rishi Sunak have to move out of Number 10 — and where could he live next?
With the removal vans on standby, the current prime minister has a portfolio of high-end properties to choose from
INSIDER
I went inside a hidden room where flight attendants sleep on long-haul flights. I was amazed by its small size and comfy beds.
Business Insider's reporter toured a secret room above economy where Air New Zealand flight attendants sleep on long-haul Boeing 777-300ER flights.
The Telegraph
Cristiano Ronaldo accused of ‘ambush marketing’ after wearing £230 smart wristband
Cristiano Ronaldo’s heart-rate data during Portugal’s penalty shootout win over Slovenia has been made public by the maker of a wearable device with whom he has partnered.
People
Julianne Hough Opens Up About ‘Hate Comments’ on Her ‘Sizzling Sauna’ Instagram Reel: ‘Proud of My Body' (Exclusive)
Hough tells PEOPLE she laughed when the video of her stretching in the sauna caused a heated discussion in her Instagram comments
SETHLUI.COM
Founder of Hong Ji Mian Shi Jia passed on at age 83, stall now run by 3rd generation
The post Founder of Hong Ji Mian Shi Jia passed on at age 83, stall now run by 3rd generation appeared first on SETHLUI.com.
The Telegraph
Zelensky U-turns as he invites Russia to attend peace summit without giving up land
Volodymyr Zelensky has invited Russia to the next peace summit despite previously saying it could only join if it relinquished land in Ukraine.

About the Author:

Latest stories