Marketing and Sponsorship

Nike Unveils Campaign Around Kobe's Injury Rehab; More "Tasteful" Than Adidas?

4.22.2013

Nike in yesterday's L.A. Times unveiled a “terrific new ad campaign based around” Lakers G Kobe Bryant’s “eventual return to the court” from a torn Achilles tendon, according to Sean Highkin of USA TODAY. The ad reads in part, “You showed us that an 18-year-old could play with the best. … 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 how to demand perfection and demand it from everyone. … Now, show us again.” Highkin noted this “isn't the first time an ad campaign has been built around a devastating injury to a superstar," as adidas this year has promoted "The Return" based on Bulls G Derrick Rose's rehab from a torn ACL. But Nike's ad is "a little more tasteful" (USATODAY.com, 4/21). Bryant yesterday on his Twitter feed wrote, “Thank you @nike for this surprise spread in the paper this am. It touched me beyond words. #showuIwill" (TWITTER.com, 4/21).

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