“From The Top” Campaign

We started 2020 with a nightmarish. The world is seeing thousands of deaths and desperation every day every second. We’ve lost our families and friends. We’ve lost those who inspired us to be the one we’ve become. We’ve lost a truly great hero who has spent his whole career and lifetime proving he’s the chosen one.

We looked north, in the direction of the Staples Center half an hour away from the Nike’s store. The dark clouds in the sky all pressed deeply against the heart.

It turns out that you hate him because you don’t want to confront him; you criticize him because you are afraid of competing against him.

Kobe Bryant, a five championships winner, played his entire 20-season professional career in the league with the Lakers. In the past two decades, he has won millions of supporters across the globe, and convinced thousands of critics with his determined will and unremitting efforts of being a professional basketball player, a family-oriented husband and a responsible father of four lovely girls.

Nike joined the league as manufacturers of NBA jerseys in 1997. We’ve worked closely with the NBA and focused on spreading the basketball culture and message and improving the overall experience of the game for over 20 years. Many of the players, including Kobe Bryant, have had cooperation with Nike which helps the brand to get today’s fame and reputation. Sales and revenues of Nike driven by the collaboration among the NBA, players and faculties are beyond imagination. They also help the brand to become the one that engages in the overall development and welfare of the society, to make contributions to the world’s environment to the maximum extent. Now is the time for us to give back.

Nike will launch the “From the Top” campaign on Apr.30 in memory of the Kobe’s death, as well as to address our sincere gratitude towards the fans that have supported Kobe, supported the league, and supported Nike during the toughest time.

To start, we will bring out a concept shoe in memory of Kobe’s death. It will be the first-ever customized sneaker since his retirement. All the fans and customers can DIY their own outfit based on their tastes and the message they want to send. And two other concept versions will be successively put forward during the year. You can start from the concept models that we provide in the coming year and build your own version. Or you can match the original version of Kobe’s shoes that have been introduced during his whole career with different colors, fabric, design, and style. We want all our customers and fans to have a brand-new start with something they design and move forward with Kobe’s determination in their heart.

A detailed introduction of the customized products will be available. Additionally, we will provide more information of the events that we hold during the year for Kobe’s fans. Nike will also have a video commemorating Kobe’s achievements and his close ties with the company.

All Kobe’s and Lakers’ peripheral products, including jerseys, shoes, caps, hoodies… will enjoy a 50% off from the original price starting May.1 for one month. And every dollar we made will be distributed to his wife, Vanessa Bryant’s newly established fund to support the families of the seven other people died in the plane crash and other people who suffered from this tragedy.

On behalf of his family, once again, we want to thank the billions of people who’ve shown support and love during this horrific time. Thank you for all the prayers. Stay safe and strong.

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This content is not representative of Nike. It was created for a class at the Annenberg School for Communication and Journalism at the University of Southern California.

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