Architecture
Year of The Mamba
Deciding to have a hard year
could lead to your greatest
Celebrating the Year of the Snake, Nike set out to inspire athletes in Greater China to move beyond New Year’s resolutions and truly put their ambitions into action. Its muse: none other than Kobe Bryant.
In Greater China, Kobe is regarded not only as a legend of the game, but as a mentor in life.
So in this Chinese New Year, we challenged aspiring athletes to do what Kobe would do.
CNY is a time to rest after a year of hard work. Kobe never rests.
CNY is for letting bygones be bygones. Kobe lets nothing slide.
CNY celebrates new beginnings. Kobe finishes what he starts.
At CNY, you eat until you burst. Kobe stays hungry.
So while everyone else wishes you 恭喜发财 (may you be happy and prosperous),
Kobe would say…
HAVE A HARD YEAR
The film shows athletes in different moments of decision. Every time they choose hard, they’ll use “Kobe” as their mantra. Personal, powerful, we’ll give Kobe’s name a meaning for the next generation of Mambas.
While other brands default to generic wishes,
we challenge the next generation to choose hard
From Shanghai, to Beijing, to Guangzhou and Xi' An,
all the way to NYC and LA, We were right where athletes needed that Mamba Mentality,
