Nike's powerful new spot for 'Mamba Week' honors Kobe Bryant's dedication to 'better'

Kendrick Lamar narrates ad featuring several nods to social justice

Published On
Aug 24, 2020

Editor's Pick

Nike dropped a powerful new spot honoring the late Kobe Bryant last night, as it launches “Mamba Week” on what would have been the basketball legend's 42nd birthday.  

The 90-second spot pays homage to Bryant as its starting point but urges us all to be “better,” not just as athletes just as people. Narrated with huge emotional vigor by Kendrick Lamar, it includes footage of Black Lives Matter protests as well as other nods to the fight against racism, and features athletes like Megan Rapinoe who have also spoken up for social justice, as well as female NBA stars like Diana Taurasi and Sue Bird. The spot was created by Wieden & Kennedy Portland and directed by Melina Matsoukas of Prettybird, with editing by Spot Welders' Robert Duffy. 

As well as the ad, Nike has planed a slew events and programming around Mamba Week, which kicks off as Orange County California marks “Kobe Bryant Day” today (the date, 8.24, matches the two jersey numbers he wore.) It's the first time Nike has released his signature sneakers and jerseys since his death in January. As well as further videos featuring famous sports stars dubbed "Mamba Mentors", everyday athletes can join in with the campaign too, with a number of "Mamba Mentality" branded workout challenges they can follow via Nike. 

Credits

Date
Aug 24, 2020
Client :
Nike Basketball
Agency :
Wieden & Kennedy-Portland
Creative Director :
Alberto Ponte
Creative Director :
Ryan O’Rourke
Copywriter :
Kevin Steele
Art Director :
Emma Barnett
Head of Production :
Matt Hunnicutt
Executive Producer :
Jake Grand
Executive Producer :
Krystle Mortimore
Producer :
Emily Knight
Associate Producer :
Jasmyn Barr
Business Affairs :
Laura Caldwell
Business Affairs :
Maggie Harasyn
Business Affairs :
Rylee Millerd
Director of Business Affairs :
Amber Lavender
Group Brand Director :
Andre Gustavo
Brand Director :
Erik Wade
Brand Manager :
Jon Vaughan
Group Strategy Director :
Paula Bloodworth
Strategist :
Anthony Holton
Group Media Director :
Daniel Sheniak
Group Media Director :
Reme DeBisschop
Associate Media Director :
Ryan Craven
Media :
Kallie Tenzeldam
Media :
Darryl Maxwell
Creative Operations Manager :
Lisa Calgaro
Integrated Traffic Manager :
Sabrina Reddy
Integrated Traffic Manager :
Billy Mucha
Studio Manager :
Michael Frediani
Retoucher :
Amy Ellars
Retoucher :
Frazer Goodbody
Production Company :
PRETTYBIRD
Director :
Melina Matsoukas
DP :
Bradford Young
President / Executive Producer :
Ali Brown
Director of Production :
Tracy Hauser
Line Producer :
John WInters
Editor :
Spot Welders
Editor :
Robert Duffy
Assistant Editor :
JC Nunez
Managing Partner :
David Glean
Executive Producer :
Carolina Padilla
VFX Company :
A52
Flame Artist :
Kevin Stokes
Flame Artist :
Michael Vaglienty
Flame Artist :
Gretchen Capatan
Flame Artist :
John Valle
Flame Artist :
Dan Ellis
VFX Supervisor :
Andy Rafael Barrios
VFX Producer :
Drew Rissman
VFX Executive Producer :
Kim Christensen
VFX Executive Producer :
Patrick Nugent
Mix Company :
Joint Editorial
Audio Mixer :
Noah Woodburn
Executive Producer :
Leslie Carthy
Music Company :
Walker
Senior Executive Producer :
Sara Matarazzo
Executive Producer :
Stephanie Pigott
Producer :
Danielle Soury
Music :
Adaptation of Midnight Sonata

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