words // Brandon Richard
via Press Release
In late-December, Los Angeles Lakers guard Kobe Bryant told you why you need the KOBESYSTEM. More recently, you've seen stars from the worlds of sports, music, business and entertainment tell you how the KOBESYSTEM has improved their lives. Now it's time that you are officially welcomed to the KOBESYSTEM by Nike Basketball and the man himself.
The brand's latest big-time campaign features Kobe Bryant stepping beyond his role as a basketball superstar and into the role of a motivational speaker. Drawing from his own experiences on and off the court, Kobe speaks to inspired some of the most accomplished names in business, entertainment and sports across the globe to reach even greater success in their own lives. Branded "The KobeSystem: Success for the Successful," Bryant's philosophy for success is based on his proven ability to adapt to succeed as a player and also reflected in his new signature shoe, the Nike Kobe VII System Supreme.
“It’s fun to work with a group of very successful people and inspire them to reach new levels of success by using the KobeSystem,” said Bryant. “I’m teaching them how to adapt to succeed to go to that “next level.”
The cast of the new campaign includes comedian and actor Aziz Ansari; entrepreneur and philanthropist Richard Branson; soccer stars Landon Donovan and Hope Solo; football stars Larry Fitzgerald and Jerry Rice; motivational speaker and author Tony Robbins; pro skateboarder Paul Rodriguez; award-winning Chinese entertainer LeeHom Wang; multi-platinum recording artist Kanye West; and Grand Slam tennis champion Serena Williams.
Inspiring the KOBESYSTEM campaign's mantra of "Attack Fast, Attack Strong" is Kobe's new signature sneaker, the Nike Zoom Kobe VII System Supreme.The Nike Kobe VII System Supreme is a performance footwear system allowing players to adapt to succeed by customizing the shoe, switching ankle support and midfoot cushioning. Kobe debuted the new shoe on Christmas day and will wear it throughout the season, adapting to his needs.
“Kobe’s versatility on the court combined with the adaptive nature of his latest signature shoe, the Nike Kobe VII System Supreme, fueled this new campaign,” said Adam Roth, Global Marketing Director for Nike Basketball. “Kobe’s success truly transcends the court and can inspire others to go beyond what they think is possible. This multi-media campaign invites consumers to be an active part of the KobeSystem, in sport and in life.”
In addition to the TV sport, the personalities of the KOBESYSTEM will be featured in various digital content films, including testimonials proclaiming their affinity for the system and individual clips showing where they fit on Kobe's success pyramid. Beginning January 23 the KobeSystem will take over Nike Basketball’s Twitter handle - @NikeBasketball. The #KobeSystem hash tag will be tied to the campaign.
Directed by Jody Hill, the Nike KOBESYSTEM "Success for the Successful" commercial was shot in Hollywood. Known as the co-creator and executive producer for the HBO television series Eastbound & Down, Hill has directed, produced and acted in a variety of feature films. Like many other successful campaigns, KOBESYSTEM was produced by Wieden + Kennedy of Portland, Oregon.
Below is a look at several behind-the-scenes photos from the KOBESYSTEM set and an early look at the TV spot.
