Nickmercs signs deal to become Under Armor’s first content creator global ambassador. The American is one of the most successful streamers on Twitch, and along with a passion for gaming lies a keen interest in fitness.

Nickmercs becomes Under Armor’s first global gaming ambassador

Popular Twitch streamer and FaZe Clan co-owner Nickolas Kolcheff, better known as Nickmercs, announced a new partnership this week. He will be teaming up with the athletic brand Under Armor as their new global ambassador. Unlike the previous ambassadors, this marks the first time Under Armor has signed a content creator to join the ranks of athletes Stephen Curry, Lindsey Vonn and Tom Brady, among others.

The Under Armor partnership makes perfect sense for Nickmercs. Much of his recent content has revolved around his interest in fitness, including live-streaming his gym sessions to tens of thousands of his viewers, known as the MFAM. He has also been releasing free gym routines on his Instagram stories with the hashtag #GetBetterTogether.

Before he broke the news, Nick was teasing some big things in the works during a recent stream. “You know what I said about seeing MFAM in places we never thought we’d see it?” he hinted. “Just hang tight. We’ve got a lot of stuff in the works.”

Nickmercs also gave his stream a taste of the apparel line that Under Armor will be releasing. He showed off a black baseball hat that featured both the UA initials alongside the MFAM spartan helmet logo. The kit will reportedly also include black gym shorts and a black tee-shirt with the white MFAM logo.

When esports meets traditional sports, Dr. Disrespect approves

The crossover between traditional sports and esports is becoming thinner every day. From last year’s Nike and T1 partnership to Ninja signing with Adidas and inking his own signature sneaker, and even FaZe Clan being featured on the cover of Sports Illustrated earlier this summer.

Apart from the UA deal, Nickmercs also secured a partnership with Barstool Sportsbook earlier this year. This undoubtedly makes him a premier esports athlete in the streaming industry. After all, if you can get the blessing of Dr. Disrespect, the self-proclaimed most athletic gamer in the world, you know you’ve made it.

Jordan Beliles -

Jordan Beliles

Jordan watches too many Twitch streamers and has plenty to say about it. He's an avid gamer with a penchant for writing and an aspiring industry insider.