SBD/Issue 88/Sponsorships, Advertising & Marketing

Kobe Teams With George Lopez To Launch New Nike Basketball Shoe

Bryant (l), Lopez (r) Host "Nike Live" To
Promote New Zoom Kobe V Shoe
Lakers G Kobe Bryant and comedian George Lopez Saturday night hosted "Nike Live," an event to promote the new Nike Zoom Kobe V shoe that was "basically an infomercial masquerading as a one-night talk show," according to Arash Markazi of Bryant and Lopez during the one-hour sit-down at Ricardo Montalban Theatre in Hollywood "focused on what is being billed as the lightest basketball shoe ever." Markazi noted the most "striking aspect of the shoe is that it's a low top that looks more like a low-weight soccer cleat than a basketball sneaker." Bryant asked that it be designed that way "after looking at the shoes Nike had made for Ronaldinho and Thierry Henry while they played for Bryant's favorite soccer team, FC Barcelona." Bryant: "Soccer has improved my footwork and my foot speed." He added, "I keep hearing that basketball players can't play in low-cut shoes but soccer players play with twice as much torque on their ankles as we do and they manage just fine. A lot of it is change of direction and change of pace and change of tempo. Those are similarities that we both share" (, 1/19).

DROP IT LIKE IT'S HOT: BRAND REPUBLIC's Maisie McCabe reports adidas has released a new ad featuring David Beckham and rapper Snoop Dogg to promote the brand's new "Star Wars" collection of shoes and apparel. The promo is "set at a block party," and as "Star Wars" music plays the "party turns sinister and Darth Vader appears through the mist." The new collection is "out this week and includes junior and adult sizes" (, 1/20).

Watch The Latest adidas Spot
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