Here's Why Nike's Been Getting Involved with Video Games Lately

How to Stay Relevant 101.

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Complex Original

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Nike's recent foray into video game culture doesn't stop at the Kyrie 2's unveiling on Twitch, as Jordan Brand had previously launched an online game to promote the CP3 IX. Now, Fortune's explaining why it's crucial for the Swoosh to make the crossover of sneakers into video games  a successful one.

Not only is the video game industry a booming business that raked in $91.5 billion in 2015 alone, but it's estimated that as many as 155 million U.S. residents play games on a regular basis. Globally, the number leaps to 1.4 billion. It's all starting to become pretty clear, right?

"Nike has done as good a job of transitioning itself from generation to generation, which is hard for an old brand to do," investment analyst Michael Binetti said. "There are so many millennials' — and younger — eyeballs on video game screens; and how they interact with peers, today's social currency occurs in gaming."

To hear Binetti tell it, video games are an easy way for Nike to capture the attention of younger consumers, giving the brand a hip, modern advantage over its competition. And not only does it keep the brand relevant, but it allows for some pretty cost-effective advertising, too.

"Does it make sense to advertise on NBC during prime time, or spend a smaller dollar amount for the exact customer they're looking for through gaming?," Binetti said.

From the sounds of things, these recent examples are likely only the beginning of Nike's integration into video game culture. To read the full piece, head on over to Fortune now.