Evercore ISI analyst Omar Saad notes that Fortnite just announced a new collaboration called Fortnite + Jumpman, making available-to-buy Jordan "Skins" and instantly exposing the Jordan brand in a "cool, relevant, and lasting way" to 250M young consumers. As far as the analyst knows, this is the first ever brand collaboration and thinks "this is genius move" by Nike because the pure brand exposure is immense, the new skins and accompanying NYC-themed limited time mode map really show off the streetwear aesthetic and ethos that the Jordan brand stands for, and although the Jordan collaboration is limited in time, once a player purchases a skin, they can wear it whenever they want, ensuring lasting exposure for the brand within gameplay. Nike's decision to collaborate with Fortnite is just "the latest in long string of cutting-edge innovations the company has rolled out over the last couple of years," he contends.