Over the course of 20 seasons, Kobe Bryant cemented himself as the bad guy—the player you hate to love and love to hate. His last game in the NBA was destined to be a historic milestone. So, we set out to use the moment to seal his legacy as the sports world’s most celebrated villain.
This was a huge moment, not just for sports, but for culture in general. So, we broadened our typical Nike Basketball audience of young basketball players to include athletes and fans at every level.
Basketball fans across the world.
The work premiered during the fourth quarter of Kobe’s historic 60-point final game. Simultaneously, the film and interactive experience was released online across Nike and partner channels.
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