Reggie Fils-Aimé (born March 25th, 1961) is the former President and chief operating officer of Nintendo of America. He served as president from May 25th, 2006 to April 15th, 2019.
In the Super Smash Bros. series
Fils-Aimé continually helps to market the Smash series (specifically Brawl and Smash 4) to the US during E3s and Nintendo Directs. He was portrayed as a Mii Brawler during the initial reveal trailer of the Mii Fighters as playable characters during E3 2014; he was shown fighting a Mii Swordfighter version of Satoru Iwata, former President of Nintendo of Japan.
At 2014's Super Smash Bros. Invitational, which was held to commemorate the release of Super Smash Bros. for Wii U, Fils-Aimé made a guest appearance at the end of the event to present a trophy to the winner of the tournament. In his speech at the end of the tournament, second-place finisher Hungrybox famously challenged Fils-Aimé to a "for glory" match (not the ranked online match making system); Fils-Aimé said that although he "sucks at Smash," he would come back later and "kick [Hungrybox's] ass." This has since become an internet meme in the Smash community, and his speech has caused many to speculate that Nintendo would host more Smash tournament events in the future. Fils-Aimé did indeed play a match against Hungrybox at the Nintendo World Championships 2015 a year later, playing the newly released Ryu against Hungrybox's Jigglypuff, and lost by a large margin. Fils-Aimé later remarked that he had been given a different type of controller than he had practiced with, and humorously pointed out that he had been "humbled" by the match.
At EVO 2014, before the singles Top 8 began, Nintendo released a video in which Fils-Aimé congratulated the remaining players and wished them good luck through the rest of the tournament, thanking the Smash community for its continued support of the Super Smash Bros. games. He also encouraged players to play the upcoming Super Smash Bros. for Nintendo 3DS and Wii U games, adding "I might show up to challenge you someday, and if we ever do get to go head to head, please: no Johns." The video was widely praised for showing Nintendo's support of EVO 2014 and the competitive Smash community, unlike at EVO 2013, when Nintendo notoriously attempted to shut down the streaming of the Melee portion of the event. Fils-Aimé was also praised for using the phrase "no Johns", a term primarily used in the competitive community.
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