Nike’s latest Kobe campaign “THAT’S MAMBA” carries on Kobe’s legacy by showing how his Mamba Mentality has inspired the next generation of hoopers. The Mamba Mentality came through in how Kobe played, practiced and lived: Fearless. Relentless. Obsession. Resilience. Passion. It’s one of Kobe’s greatest gifts to the game, and now it’s something everyday athletes have embraced as their own.

The campaign featured large-scale photography captured by world-renowned street photographer Boogie. In addition, five films, each inspired by iconic Kobe moments, were captured by director Emily Maye, a lifelong basketball and Kobe fan who grew up in Southern California.

Elevating Kobe Bryant's legacy, Nike partnered with the OOH agency and advertising agency to bring “THAT’s MAMBA” to the streets of LA. Reaching the young Angeleno baller community, OOH was sourced in key zones famous for basketball.

Elevating Kobe Bryant's legacy, Nike partnered with the OOH agency and advertising agency to bring “THAT’s MAMBA” to the streets of LA. Reaching the young Angeleno baller community, OOH was sourced in key zones famous for basketball. From Venice to East LA, to the heart of the sports & entertainment culture at Crypto Arena (the House that Kobe Built), a mix of high-impact, street-level, and custom pieces were developed to champion the Mamba Mentality. The show-stopping piece was a custom mural unveiled at the Venice Beach Basketball Courts, widely regarded as the heart of basketball culture in LA. It was posted days before Christmas, a day Kobe was known to dominate on the court. The mural went on to be featured on 2x national NBA TV broadcasts and went viral, creating a major buzz across social media and driving Mamba fans across LA to the landmark destination.