How a UAE-based esports company is helping break negative stereotypes of gamers
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How a UAE-based esports company is helping break negative stereotypes of gamers

How a UAE-based esports company is helping break negative stereotypes of gamers

The recent partnership between Nasr Esports and Under Armour promotes the idea of a healthy mind and body for athletes to succeed in esports at the highest levels

Nasr Esports Under Armour

“Professional gamers have been stereotyped as sitting in front of computers, sipping fizzy drinks and eating junk food while wearing oversized t-shirts. However, just because they play video games does not imply that they are unhealthy or gauche,” says Lalit Vase, chief executive officer, Nasr Esports. `

Vase made the comments during the announcement of a recent partnership with sportswear brand Under Armour to promote the idea of a healthy mind and body for athletes to succeed in esports at the highest levels.

Gamers these days are not just in shape but often spend hours at the gym every day as conventional athletes do. “Like any traditional sport, gamers need to maintain good fitness to survive. People must realise that even non-movement-heavy tasks exert pressure on the body. Taking care of your body – whether it’s the food you consume, the quantity of sleep you receive, or the activities you do outside of practice – all of these factors lead to becoming the greatest version of a player,” says Vase.

“Esports is a highly competitive sport, with participants performing better when they have a healthy mind and body. Under Armour understands that physical and mental training is vital to maintaining a competitive edge, which requires split-second reactions, strategies and judgement,” says Lee Devon, vice president for Under Armour Middle East.

Going forward, NASR athletes will wear Under Armour clothing and gear for training and when competing in tournaments.

“The partnership with NASR embraces them as athletes, supports their training while allowing players to gain that extra 1 per cent needed to be the best that they can be, physically and mentally,” adds Devon.

“This is a collaboration where I truly see the involvement going beyond just putting a logo on a T-shirt. Our visions and missions complement each other, and we are looking forward to seeing what the next year holds for both brands,” comments Vase.

Speaking about the growth and future of esports in the Middle East region, Vase says – “The gaming industry had already been experiencing significant transformation before the Covid-19. However, I believe that the pandemic has hastened the rise of esports and emphasised its potential to a wider audience.”

“The Middle East is a fast-growing gaming market, and with a growing population of active gamers and high internet penetration, the region’s gaming and esports sector is expected to thrive in the future.”

Read: Dubai-based Geekay Esports expands portfolio with Emirati Valorant team

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