Kobe Bryant, Lionel Richie (!?) Star in New Nike/Foot Locker Spot from W+K

By Erik Oster 

W+K’s trademark nonsensical humor is on full display in their latest, the new spot “Made by Kobe” promoting Kobe Bryant’s Kobe 9 Collection for Nike, which launched on March 6th.

The spot imagines what it would be like if Kobe Bryant designed a piano: “It will turn piano boys into piano men. It will make Lionel Richie’s tears cry tears.” Lionel Richie actually appears in the spot, tear slowly rolling down his cheek while he plays the piano, adding to the humorous tone. After talking up the hypothetical Kobe Piano, which looks pretty badass, the narrator introduces the “Made by Kobe*” Kobe 9 Collection. Although the product reveal comes 50 seconds into the 75 second spot, the sidelined Lakers star can be seen wearing his new line throughout the commercial.


The spot is exactly what we’ve come to expect from W+K, calling to mind some of their well-known past hits, like their famous work for Old Spice. The formula may be starting to show signs of age, but W+K still has a big leg up on the countless competitors attempting to imitate this kind of work. “Made by Kobe” will run until March 27th. Now if they’d only release that piano for real. Stick around for credits after the jump.

*Kobe is the name of a 12-year-old Chinese boy who works around the clock to handcraft the Kobe 9 Collection for 2 cents an hour.Credits:

Client: Nike

Project Name: Made by Kobe

Format: Broadcast

Client Contact: Kevin Kirksey / Steve Henderson

Launch Date: 3/6/14

Duration of Campaign: 3/6/14–3/27/14


Creative Directors: Don Shelford / Rob Thompson

Copywriter: Adam Noel

Art Director: Jon Kubik

Producer: Shannon Worley

Executive Agency Producer: Matt Hunnicutt

Account Team: Jordan Muse / Heather Morba

Executive Creative Directors: Mark Fitzloff / Susan Hoffman / Joe Staples


Production Company: Traktor Towers

Director: Traktor

Executive Producer: Rani Melendez

Line Producer: Rani Melendez

Director of Photography: Bojan Bozelli


Editorial Company: Stitch Editorial

Editor: Andy McGraw

Asst. Editor: Alex Tedesco

Post Producer: Chris Girard

Post Executive Producer: Juliet Batter


VFX Company: The Mill

VFX Executive Producer: LaRue Anderson

Flame Artist: James Allen & Glyn Tebbutt

VFX Producer: Dan Roberts/Antonio Hardy

Titles / Graphics: Justin Morris


Music + Sound Company: Beacon Street Studios

Composer: John Nau & Andrew Feltenstein

Sound Designer: Mike Franklin

Song (if applicable) Piano—“Out of the Woods” Light Bulb—“The Wunder r3”

Executive Producer: Leslie Dillullo



Mix Company: Beacon Street Studios

Mixer: Mike Franklin

Asst. Engineer: Dewey Thomas

Producer: Caitlin Rocklin