Kai Cenat, one of the most-watched live streamers in the world, announced in February 2024 that he had signed a landmark partnership with Nike the first deal of its kind between the sportswear giant and a streamer and helped launch the “Low Poly” Air Max 1 through Nike’s. Swoosh platform. For more than a year the collaboration was cited as a model for how global brands could work with digital creators. In mid-2025, however, social-media posts began claiming Nike had secretly dropped Cenat because of his outspoken Christian faith and his repeated mentions of Jesus on streams. At the time, Cenat publicly denied those rumors, telling fans “I’m still signed to Nike!” and no credible reporting surfaced to confirm the claim.
Then, in September 2025, Cenat shifted his public stance: according to The Publish Press and his own Instagram posts, he said the deal had indeed ended and that Nike considered him “too spiritual” for the brand. Cenat framed the split as a principled choice, saying he put his faith ahead of the contract. As of now Nike has issued a public statement stating they have severed its ties with Cenat. However, they haven't stated the terms of the release.
Sources: Hypebeast, Sneaker News, Nike. SWOOSH blog
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