Ninja Crazy by Hugo Délire x Holy
NINJA CRAZY by Hugo Délire, when a cult classic returns stronger than ever
Hugo Délire took a chance on an ambitious IRL format with “Ninja Crazy,” marking the return of his cult-favorite concept two years after its last edition. The event was conceived and organized by the creator, with support from Twitch and Holy, which helped give the project the scale needed to make an impact on his community and far beyond.
A unifying event, driven by its community of creators
4 teams, 16 participants, a series of challenges and obstacles designed to create spectacular live moments. Alongside our exclusive talent LittleBigWhale and Gom4rt, Hugo Délire brought together Nico, Byilhan, Anyme, Leila, Joel, Théorus, Grim, Tatiana, Superconeri, Jean, Hiro, Remeli, and Diego in the arena. The lineup was curated by Hugo himself, Potatoz, and MrOkkin, with hosting by Genius and Grandingo. This gathering went far beyond the scope of a typical stream and demonstrated the creator’s ability to bring people together well beyond his own audience.
A spike in viewership that confirms the power of the event format
The results far exceed the channel's usual standards, with viewership several times higher than that of a typical stream and strong community engagement:
- +243K live views generated
- +136K unique viewers reached
- +22,000 concurrent viewers
Holy : Focus on the experience rather than the message
For this event, Holy kept all participants hydrated, alongside Twitch, which supported the initiative. Beyond the product itself, the brand created exclusive “Ninja Crazy” jerseys in four different colors for the occasion—inspired by its artistic direction—which were produced by The Node to outfit all participants during the event. Not available for sale, these jerseys generated a real buzz within Hugo’s community, further amplified by a raffle that gave a few lucky winners the chance to take one home. This approach aligns with the brand’s DNA, as it builds its reputation within gaming communities by partnering with memorable moments rather than relying on traditional advertising formats.
Through the end of August 2026: Take advantage of the Holy x Hugo Délire offer: 15% off with the code HUGODELIRE at fr.weareholy.com/HugoDelire
Get €5 off your first order with the code "HugoDelire5" or 10% off with the code "HugoDelire"!
Offer valid all year round; please note that this offer is subject to change.
fr.weareholy.com/HugoDelire
Event Sponsorship: A New Way to Connect with Gen Z
Sponsoring a live event on Twitch follows the same logic as sponsoring a soccer game or an F1 Grand Prix: a brand partners with a high-impact moment, watched live by an engaged community, with a simple goal —to be part of people’s daily lives. Except that on Twitch, this moment involves creators rather than athletes, and reaches an audience that is sometimes younger—one that’s hard to reach elsewhere. An in-person event breaks the mold of the typical stream: creators step outside their usual setup, the community shares a collective and unpredictable experience, and every fall or challenge becomes a clip that continues to circulate long after the broadcast ends. Live broadcasts capture something that replays can never quite replicate: spontaneity, uncertainty, and the feeling of witnessing something unique. These gatherings have become iconic events in today’s culture. For a brand looking to connect with Gen Z, partnering with this type of format allows it to move beyond a simple product mention and become a shared memory for an entire community. This is one of the many strategies The Node helps its partners implement, alongside content campaigns, product launches, and long-term collaborations with its exclusive creators.
Would you like topartner with an agency that connects brands and creators around moments that truly matter? Contact us
Photo credit: @Pauldfu - Paul Dufau
