Nike’s latest campaign, titled ‘That’s Mamba,’ pays homage to the legendary Kobe Bryant, unveiling a series of activations across the nation, notably in New York City. The campaign, launched earlier this week, began with a cryptic teaser featuring a snapshot of Kobe’s iconic 2008 Olympic gold medal game moment, where he silenced the Beijing crowd with a remarkable 4-point play that contributed to the Redeem Team’s victory.
Billboards strategically placed around the country, including NYC, commemorate pivotal points in Kobe’s career, showcasing instances where he displayed unwavering determination, playing through adversity, notably through injuries. In conjunction with these displays, Nike released a compelling short clip featuring a young athlete shooting a basketball left-handed while wearing a cast on their presumably dominant right hand. This powerful visual echoes Kobe’s own memorable practice session in 1999, when he showcased mental toughness by shooting with his non-dominant hand after breaking his right hand.
Are you going to put in reps or excuses?#Kobe #MambaMentality #ThatsMamba💪 pic.twitter.com/BWQoKBdrcz
— Nike Basketball (@nikebasketball) December 21, 2023
Notably, the campaign doesn’t shy away from authenticity, featuring footage of Kobe in his Adidas sneakers during the time he was under contract with the rival brand. The decision to prioritize an authentic narrative over brand rivalry adds a layer of sincerity to the campaign.
Read More : Smush Parker Credits Shaquille O’Neal for Miami Heat Deal After Kobe Bryant Stories Shared in the Club’s
Black Mamba” Unleashed: Nike Kobe 4 Protro Launch
The focal point of the ‘That’s Mamba’ campaign appears to be the imminent launch of the “Black Mamba” Nike Kobe 4 Protro. Scheduled for release on December 27 via Nike’s SNKRS app, the all-black sneakers and the accompanying “Mamba Mentality” apparel range celebrate Kobe’s enduring legacy and competitive spirit.
The club closes.
The gym doesn’t.#Kobe #MambaMentality #ThatsMamba💜 pic.twitter.com/Yd25iJf2fT
— Nike Basketball (@nikebasketball) December 22, 2023
Nike’s approach in crafting this campaign reflects a dedication to capturing the essence of Kobe Bryant’s resilience and determination, showcasing moments that defined him as a formidable competitor. As the campaign unfolds across the nation, it serves as a poignant tribute to a basketball icon, emphasizing the enduring impact of Kobe’s indomitable spirit on and off the court.