Brands

Uzi Partners With Fashion Company Hugo Boss

Published by

Hongyu Chen

1 year ago

Uzi Partners With Fashion Company Hugo Boss

German clothing brand Hugo Boss posted a video on its official Weibo featuring iconic Chinese esports star Jian “Uzi” Zihao. Zihao wore a Hugo Boss sweater and held a picture of himself as a child during the video.

Financial terms of this collaboration were not disclosed.

Uzi is considered one of the top Chinese esports influencers in the world, holding high commercial value in China. In October, he became the first esports athlete signed by the global sportswear brand Nike and since January of last year, Hugo Boss has become more open to collaborating with influencers in multiple sectors; it signed top TikTok influencer Khaby Lame—who has around 151.3M followers on the short-form video platform, as a spokesmodel.

Uzi joined Chinese esports organization Bilibili Gaming (which competes in China’s League of Legends Pro League, or LPL) for a short period in 2022, after taking a two year hiatus from playing professionally, and then retired again in March of 2022.

Hongyu Chen

Hongyu "Eddie" Chen serves as conduit from China to the rest of global esports scene as the only Chinese journalist living in China while writing for Western media outlets. For the last four years Eddie served as the China esports correspondent for The Esports Observer and Sports Business Journal. He is a bilingual graduate of MA Business and Marketing and a certified BEng Electronic and Communication Engineer.