Published on April 4th, 2023

Location: China

Oakley Teams up with Top Esports Figures to Redefine Athletic Style

EDG's Tian "Meiko" Ye, caster Guan Zeyuan, and EDGM's Yuan "NingZhi" Jun join Team Oakley, endorsing eyewear, featuring in commercials, and engaging Gen Z through brand activities, facilitated by SPORTFIVE's partnership.

Oakley's unique philosophy, which is centered around the tagline “Be Who You Are”, resonates with Team Oakley’s spirit of innovation, capacity improvement, and courage to pursue your dreams. By partnering with such influential figures in the sports industry, Oakley hopes to further promote effective brand communication and offer the trio in innovation, fashion, and high-quality eyewear.

"Through an extraordinary Oakley and SPORTFIVE collaboration, we have established our most recent partnerships with a talented next generation of athletes."


Felipe Formiga, Head of Esports and Gaming Partnerships at Oakley

Oakley has long been dedicated to delivering a superior visual experience for gamers, and all of its gaming series feature cutting-edge PRIZM Gaming 2.0 lenses that sharpen the field of vision, enhance detail and color recognition. With the brand new gaming series, Oakley will accompany gamers at every moment of leveling up in the midst of adversity and fulfilling their dreams.

As a leading sports brand based in America, Oakley is renowned for its driving force and passion for continuous innovation. With over 1000 patents to its name, Oakley is always striving to find new solutions in an artistic and unique way. Its cutting-edge technology enables world-class athletes to perform at their best, while also setting the brand apart as the most representative and distinctive in the market.

Felipe Formiga, Head of Esports and Gaming Partnerships at Oakley said: "At Oakley, we are passionate about powering the field of play in esports and because of that, we continue to increase our commitment to the global Esports and Gaming community, this time expanding to the APAC region and Chinese market.

"Through an extraordinary Oakley and SPORTFIVE collaboration, we have established our most recent partnerships with a talented next generation of athletes as EDG players Tian "Meiko" Ye, Yuan "NingZhi" Jun and the well-known creator Guan Zeyuan. We are looking forward to see what we will accomplish together in 2023 and beyond."

Eike Gyllensvärd, President of Global Esports and Gaming at SPORTFIVE said: “It’s brilliant to bring together an iconic brand in Oakley with three stars who are right at the forefront of esports in China. We look forward to working with Oakley and assisting the three stars in the partnership, as well as seeing Meiko, Guan Zeyuan and NingZhi show off the various products.”

"It’s brilliant to bring together an iconic brand in Oakley with three stars who are right at the forefront of esports in China."


Eike Gyllensvärd, President of Global Esports and Gaming at SPORTFIVE

EDG star Meiko, the only LPL (League of Legends Pro League) player to have won championships in all top tier League of Legends esports tournaments, has been lauded with "Best Support Award" on four occasions and propelled his team to victory at the 2021 League of Legends World Championship, bringing immense honor not only to the club but also to the nation of China. Currently, Meiko has become the player with most assists in the league with an impressive 7000 to his name, and is also the first LPL player to have amassed over 500 victories, solidifying his position as the top player in the league.

Guan Zeyuan, an accomplished LPL caster recognized for his highly professional and humorous style of commentary, has served as the shoutcaster for many major events such as the League of Legends World Championship. For his outstanding performance and personal achievements, he was awarded the Most Popular Commentator of the Year in 2022 and was inducted into LPL Hall of Fame. In addition to esports, Guan has also demonstrated his versatility in other sports such as soccer and basketball, and has been the guest commentator for prestigious events such as the NBA and FIFA World Cup, garnering numerous positive reviews from fans.

Meanwhile, Ning Zhi is currently the captain of the Arena of Valor Team of EDward Gaming.Mobile. As an experienced veteran of the KPL (King Pro League), Ning Zhi has won two KPL championships and one winter championship, demonstrating his strong leadership skills and impressive performance on the field.

  • About SPORTFIVE

    SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.

    While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.

    Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Esports, Motorsport, Handball, Tennis, American Football, Basketball, Ice Hockey, Rugby, Olympics and Multi-Sport Events and many more.

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