A Flying Leap? Nike's Kobe Bryant Video Drawing Criticism

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A Nike viral video featuring Lakers G Kobe Bryant jumping over a speeding Aston Martin sports car has sparked "plenty of questions from observers -- some about safety, and others about the role of authenticity in brand positioning," according to Sarah Mahoney of MEDIAPOST. The 53-second video has garnered nearly 2.5 million views on YouTube, and despite Bryant opening and closing with the "obligatory 'Don't try this at home' legalese," the clip has "sparked a handful of teenage copycat videos." Research consulting firm Keller Fay Group, N.J., CEO Ed Keller: "If people get hurt as a result of this, it will turn out to be a big negative for Nike." Mahoney noted the video has given an "unexpected boost" to the upcoming launch of Nike's Hyperdunk shoe, the "lightest basketball shoe ever," but whether the video will sell the shoe is "still to be determined." The shoe is not scheduled for release in the U.S. until late July. Nike Media Relations Manager KeJuan Wilkins: "We wanted to get something out there to generate excitement and buzz as we head toward the Olympics" (MEDIAPOST.com, 4/22).

SPOT GENERATING LOTS OF BUZZ: Keller said the buzz for the video "has been extremely high" and focuses "mostly around, 'How did he do it,' 'It's not real,' and people talking about the theatrics of it." Keller: "They're not yet talking about the sneaker, which is going to be the interesting question." KB & Partners Company Founder & co-Chair Jon Bond said the "buzz that's happening in terms of sales is all positive." But Bond noted the buzz in terms of the possibility of kids trying to emulate the stunt is "negative" (Fox Business, 4/23).

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