As the Global Brand Director for NikeiD Basketball, I partnered with the Basketball category team to culminate and celebrate Kobe Bryant’s 20 year NBA career with rich storytelling and an exclusive NikeiD product offering.

The idea was not only to create a product that told Kobe’s career basketball stats, but to also represent his dynamic play with performance customization offerings.

Once the product concept that would tell Kobe’s story was landed, I spearheaded the development of the direct-to-consumer strategy and journey across Nike.com, NikeiD.com, social and email. For the influencer strategy, DeMar Derozen was selected to be the first athlete to wear the Kobe XI Mamba Day iD on court as a teaser prior to launch.

With great product, end-to-end storytelling, and a great consumer journey, Kobe XI Mamba Day iD drove the most single day demand for NikeiD ($10M).

Product Storytelling

The Numbers

• 24 - Jersey Number

• 81 - Most points scored in a game

• 5 - Championships

• 11.01.96 - Date of first NBA game

• 04.13.16 - Date of last NBA game

• 18 - All star appearances

• 4 - MVPS

Performance Customization

• Full length zoom air bag

• Heel zoom air bag

• Full length foam