Nike has tapped award-winning gamer Dominique “SonicFox” McLean for its latest collaboration with designer Martine Rose. He did it complete with their signature blue-and-white fox persona.
The “Gaming Division” campaign showcases McLean alongside other prominent gaming figures including Scarlett, Billy Mitchell, and TenZ. This collaboration, part of an eight-year partnership between Martine Rose and Nike that launched in 2023, positions competitive gamers as “heroes of a modern arena” characterized by “precision, focus and creative energy.”
For designer Martine Rose, the campaign represents an exploration of overlooked communities within mainstream culture. “Gaming is a new lens into how we view sport, and I want to help expand that lens,” Rose stated. “I’ve always been interested in finding the corners of mainstream cultures and shining a light on them through fashion, and this collaboration with Nike offers a unique opportunity to do that in a way that’s authentic to gamers and their communities.”
McLean’s inclusion makes perfect sense given their legendary status in competitive gaming. Often dubbed the “LeBron James of gaming,” the nonbinary esports champion has dominated the fighting game scene, particularly in Mortal Kombat and Injustice titles.
Their trophy case includes the 2018 Game Awards’ best esports player honor and a tie for the most EVO Championships ever recorded—eight victories spanning five different games. They’ve accumulated over $800,000 in tournament winnings throughout their career, which began professionally in 2011.
By 2018, McLean had earned dual recognition in the Guinness Book of World Records Gamer’s Edition for being the highest-ranked Mortal Kombat X player and holding the record for most tournament victories in that title.
What sets McLean apart from many athletes and gamers is their public embrace of their furry identity. Their fursona—a blue and white anthropomorphic fox—predates their gaming career. McLean discovered this aspect of their identity at age 10, though they didn’t begin wearing the distinctive blue-and-white ears until age 16.
“I was a furry before I started playing fighting games,” they explained to Kotaku.
The campaign photography embraces this duality. In some shots, McLean appears without the fox mask but with werewolf-inspired makeup, featuring elongated nails and dramatic facial designs. Another image shows them perched atop a gaming chair in full fursona.
McLean has been equally open about their LGBTQ+ identity. In 2018, immediately after winning a DragonBall FighterZ tournament in Las Vegas, they announced on social media: “Im gay. also the best dbfz player on this f*cking planet dont forget it.”
A year later, McLean shared their nonbinary identity, explaining their evolving self-understanding. “I’ve been thinking critically about myself these last couple of months, and my entire life perspective on how I look,” they wrote on X. “The more I reflect on my [past] and likes the more this makes sense to me..With that being said, I’m coming out as a Non-Binary Man!” They indicated a preference for they/them pronouns from those unfamiliar with them.
Their activism extends beyond personal disclosure. During a 2021 Mortal Kombat 11 tournament, McLean flew a transgender flag behind their headshot while other competitors displayed their national flags. When news broke this year that the Saudi Arabian government-backed Qaddiya project had purchased RTS, EVO’s parent company, McLean pledged continued participation and visibility.
“I will not be erased, even if it means I’m the only voice there,” they declared. “I will simply be Gayer and Louder than ever as I wave my Trans Rights Flag in grand finals.” They emphasized that “We, the LGBTQ+ community, are a core part of the [fighting game community] and we aren’t going anywhere, and this only motivates me to use my platform to amplify our voices even further.”
The campaign arrives at a crucial moment for Nike, which has faced significant financial pressures. The athletic giant reported a 10% revenue decline and an 86% drop in net income in its fourth-quarter earnings, with warnings of up to $1 billion in tariff-related costs. Despite these challenges, shares surged 15% following the earnings call, suggesting investor confidence in CEO Elliott Hill’s turnaround strategy.