nike // kobe's retirement: don't love me. hate me.

An all-time great and forever loved, Kobe Bryant was an assassin on the court. So much so that he adopted the alter-ego "Black Mamba" to instill fear in his opponents.

In China though, he was viewed as a god. But Kobe didn't want to be seen as a god. Instead he wanted to be celebrated as someone who devoured the competition and pushed everyone around him to become better.

So in 2016 when Kobe announced his retirement, we created a film to inform Chinese fans that they should use his incessant drive as fuel to become greater.

PARTNERS

Shaun Sundholm, Terence Leong, Azsa West, and Biff Butler

PRESS

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