Global sportswear giant Nike has officially ended its partnership with popular streamer Kai Cenat following a controversial incident involving a 16-year-old. The decision comes just months after the historic collaboration was announced, making Cenat the first online streamer to partner with the brand.
Nike initially teamed up with Cenat in February 2024, marking a strategic move to engage younger audiences and tap into the growing influence of digital content creators. However, the partnership quickly unraveled after Cenat live-streamed an incident in which he and other adult men entered a bathroom where a 16-year-old, identified as RaKai, was present. The stream, which was viewed by thousands, was met with immediate backlash, with many condemning the clear invasion of privacy and raising concerns about the ethical implications of the act.
In response to the growing outrage, Nike moved swiftly to sever ties with the streamer. In a public statement, the company reaffirmed its commitment to ethical conduct and child protection, stating: “Nike holds itself to the highest standards of integrity and responsibility. Given the recent incident involving Kai Cenat, we have made the decision to end our partnership effective immediately.”
The fallout from the controversy has dealt a significant blow to Cenat’s career, with the loss of a major endorsement deal and considerable damage to his public image. Beyond the immediate repercussions for the streamer, the situation has also reignited conversations about online privacy, the ethical obligations of digital influencers, and the importance of safeguarding minors in virtual spaces.
