Nike Honors Kobe Bryant in "That's Mamba" Campaign

Nike has officially begun to roll out their latest “That’s Mamba” campaign in honor of the great Kobe Bryant. With billboards featuring some of Bryant’s most iconic moments playing the game seen across the country, “That’s Mamba” activations are hitting the streets at full speed.

Recalling some of the most memorable moments in Bryant’s career and his perseverance and adversity faced, the campaign highlights the true Mamba Mentality. Along with billboards across the nation, including major cities like New York City, Nike has released a short clip that takes a look at a young athlete shooting a basketball with her left hand as her right appears to be casted. The scene is a similar one to when Bryant was pictured injured and casted on his dominant hand and practicing shooting with his other. He famously showed up to a Los Angeles Lakers practice and did the same after he broke his right hand in 1999. Throughout his career, his mental toughness and determination defined him. As a competitor on and off the court, he always alluded to his Mamba Mentality, hence the tagline to the campaign, “That’s Mamba.”

The campaign imagery shows the iconic cast image as well as one that features an image from Bryant’s 2009 Olympic gold medal game where he famously “hushed” the Beijing crowed after making a four-point play to help the Redeem Team win. The campaign launches in honor of the Nike Kobe 4 Protro “Black Mamba,” all all-black release that accompanies the upcoming “Mamba Mentality” apparel range arriving on Nike on December 27.

Are you going to put in reps or excuses?#Kobe #MambaMentality #ThatsMamba💪 pic.twitter.com/BWQoKBdrcz

— Nike Basketball (@nikebasketball) December 21, 2023

New Kobe Bryant "That's Mamba" billboards by Nike are on display in New York City today 🐍

(📸: @TickPick) pic.twitter.com/VqT8DcNFqM

— ClutchPoints (@ClutchPoints) December 21, 2023