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
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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 planned a slew of 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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