Nike célèbre le départ à la retraite de Kobe Bryant

Kobe Bryant, légende vivante de la NBA, va prendre sa retraite à la fin de la saison 2015/2016 de la NBA. En Chine, l’arrière des Los Angeles Lakers est vénéré et chaque séjour a tout simplement déchaîné les foules. En collaboration avec son équipementier de toujours, Nike, Kobe Bryant est au coeur d’une publicité hommage de 60 secondes.

L’amour ou la haine. Tel est le thème de cette publicité dans laquelle Kobe Bryant s’adresse face camera à ses fans Chinois. Entrecoupée d’actions de jeu et d’images de publicités et événements nike Basketball en Chine, ce 60 secondes rend parfaitement hommage à Kobe et son image de perfectionniste, voire stakhanoviste du basketball.

« Kobe a une longue relation avec les basketteurs Chinois, il sait exactement comment les motiver et les faire grandir » a déclaré Terence Leong, Directeur de la Création de Wieden+Kennedy Shanghai. « En collaboration avec Nike China & Kobe, les équipes ont écrit un script où la provocation rime avec Kobe. D’ailleurs, tout le process créatif fut à l’image de Kobe : exigeant ».

Ce film est le début du « Nike Tribute to Kobe » (comprendre l’hommage de Nike à Kobe) puisque l’équipementier américain a annoncé aujourd’hui que plusieurs athlètes porteront d’ici le 13 avril des chaussures noires et dorées, les couleurs de prédilection du Black Mamba ) le surnom donné à Kobe Bryant.

D’ailleurs Nike a déjà communiqué sur ce 13 avril, dernier match des Los Angeles Lakers de la saison, comme le « Mamba Day », de quoi s’attendre à d’autres contenus en hommage à Kobe Bryant.

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