If you’ve been in Christian social media circles this week, you’ve probably seen posts from accounts saying that Twitch star Kai Cenat lost his lucrative Nike partnership due to talking about his faith on his streams.
The claim initially started after a July 16 livestream in which Cenat talked about “learning to say no” to brand deals that didn’t align with his values. That single comment spiraled into a flood of TikTok and Instagram posts, some with hundreds of thousands of likes, declaring that Nike had axed him for being outspoken about his beliefs and claiming Christians were being discriminated against. After a few weeks of dying down, it resurged again over Labor Day weekend.
There’s only one problem with the story: It’s not true.
In fact, the posts forced Cenat to address the rumors head-on during a stream on July 17. “I’m still signed to Nike!” he said.
Cenat seemed genuinely baffled at the rumor and begged his fans to stop falling for “clickbait.” He even shared that Nike representatives reached out to him to confirm their deal was still in tact after seeing the rumors circulate.
Cenat announced his Nike partnership in February 2024, making him the first major streamer to sign with the sportswear giant. The deal, which was revealed during a Twitch stream to millions of followers, marked a major crossover moment for both the brand and the streaming world. Nike hasn’t disclosed how much it’s worth, but industry reports described it as “substantial,” further cementing Cenat’s already skyrocketing net worth.
The whole thing is yet another reminder of how fast misinformation spreads online — and how a single out-of-context comment can morph into a viral (and completely false) story. Cenat, who’s been increasingly open about his faith journey in recent months, hasn’t shied away from sharing his values, but he made it clear this has nothing to do with Nike.
So for now, the Cenat x Nike partnership is alive and well. The internet? Still undefeated at jumping to conclusions and playing telephone.
