Kobe Turns Motivational Speaker, Talks Success In New Nike Ad Campaign

Nike this weekend released its latest ad campaign titled “The Kobe System” promoting the latest line of Lakers G Kobe Bryant’s signature shoe (THE DAILY). In L.A., Mark Medina reported Bryant in the ad “speaks before an audience that includes” rapper Kanye West, Pro Football HOFer Jerry Rice, U.S. soccer player Landon Donovan, Virgin Group Chair Richard Branson and comedian Aziz Ansari, among others. Bryant “asks a question that truly defines how he never remains satisfied: ‘Where do you go from the top? You go over the top’” (LATIMES.com, 1/14). ESPN.com noted in the new spot, Bryant “steps beyond his role as a basketball superstar and into the role of a motivational speaker.” Learning from his own lessons of success on the court, Kobe “inspires some of the most accomplished business, entertainment and sports leaders across the globe to reach for even greater success in their own lives” (ESPN.com, 1/14). CBSSPORTS.com’s Ben Golliver notes Bryant stars as a “self-help guru for incredibly successful people who are looking to become even more successful.” Golliver: “I guess it’s believable, as long as Bryant the guru doesn’t pitch divorce-related legal advice” (CBSSPORTS.com, 1/14).

GLOBAL FITNESS REVOLUTION: Reebok yesterday debuted its new marketing campaign, “The Sport of Fitness Has Arrived.” The 60-second ad, via mcgarrybowen, that aired during the Giants-Packers NFC Divisional playoff game is accompanied by digital media on YouTube. Reebok has also brought shipping containers, which will serve as mobile CrossFit gyms, with equipment for a 15-person Workout of the Day to city centers globally. Patriots WR Chad Ochocinco, Falcons WR Roddy White, Tigers P Justin Verlander, Wizards G John Wall and F1 driver Lewis Hamilton are featured in executions of the campaign (Reebok). Reebok CMO Matt O’Toole said, “Our proposition to the world is that fitness itself can be thought about as any other sport. Reebok got its start through its fitness initiatives in the ’80s,” and now “wants to put itself at the center of getting people moving” (NYTIMES.com, 1/13). MARKETINGWEEK’s Rosie Baker notes the campaign will be “launched in the UK in March at an event at Tower Bridge.” The TV, print, digital and outdoor “campaign will focus on CrossFit.” The “pop-up CrossFit gyms” will be located “in iconic places around the world such as London Bridge and the Empire State building” (MARKETINGWEEK, 1/16). AD AGE’s Natalie Zmuda noted CrossFit “is already booming” as there are “3,500 affiliates in 61 countries, with about 50 added each week.” Reebok this spring “plans to open a combined gym and store location on Fifth Avenue in New York” (ADAGE.com, 1/13).