Nike Honors and Challenges Kobe Bryant in Inspirational New Ad

Laker says the surprise 'touched me beyond words'

Headshot of Tim Nudd

Nike placed this ad in Sunday's Los Angeles Times (and in social media), honoring Kobe Bryant following his season-ending injury. It's classic Nike—simple, rhythmic, inspirational. It's also sly. It reads like a career retrospective, until the last line, when it's revealed to be anything but. From Tiger Woods to Bryant, you can always count on Nike never to be boring. Full text of the ad below.

"You showed us that an 18-year-old could play with the best.

You showed us that a championship, an exhibition game and a charity event are all must-wins.

You showed us how to play chess while others played checkers.

You showed us how to hit game winner after game winner.

You showed us that an 81-point game is a real thing.

You showed us that gold still matters.

You showed us how to take an ice bath.

You showed us how to score 30 points in a quarter, twice.

You showed us the Mamba Face.

You showed us how to demand perfection and demand it of everyone.

You showed us how to put big-boy pants on.

You showed us that you were never out of it. Ever.

You showed us how inspirational a pair of free throws could be.

Now, show us again."


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@nudd Tim Nudd is a former creative editor of Adweek.
Publish date: April 22, 2013 https://dev.adweek.com/creativity/nike-honors-and-challenges-kobe-bryant-inspirational-new-ad-148810/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT