NIKE | KOBE’S FINAL SEASON

Celebrating Kobe Bryant’s brilliant career during his final season.

SET-UP

Kobe was a constant student of the game. He never stopped learning, growing, or surprising us all. For his final season, Nike and Kobe released the Kobe XI series, which celebrated key moments of his career. We built a narrative experience to express the story behind each silhouette and created a space where Kobe could pass along his wisdom while he showcased his mastery playing in his final season.

STRATEGY

Tapping into his genius and unearthing stories from those closest to him, we created 11 Lessons from the Master. Every story aligned to a sneaker, and was released during correlating moments. For example: during the All Star game, the Kobe XI Supernova was released and we illuminated that while a Supernova is a dying star, it shines brightest in its final moments.

With a symphony of content, including design, photography, copy, and films, we gave each lesson a unique look and feel. We also adapted the narrative in real-time to reflect Kobe’s season-long journey. The campaign’s finale came in response to Kobe's retirement letter, where the institution of Basketball wrote back in a heartfelt goodbye.

SUCCESS

In the end we inspired young ballers around the globe and had our work featured in media outlets like Fast Company, Sports Illustrated, HypeBeast, Slam, Bleacher Report, and AdWeek.

My role included concept development and project management between our creative team and client.

Agency: Conscious Minds

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