Nike Honors Kobe Bryant; Facebook CMO Antonio Lucio Steps Down: Monday’s First Things First

Plus, industry secrets from P&G's Marc Pritchard 

Nike kicks off 'Mamba Week' with Kobe Bryant tribute film. Nike
Headshot of Jess Zafarris

Welcome to First Things First, Adweek’s daily resource for marketers. We’ll be publishing the content to First Things First on each morning (like this post), but if you prefer that it come straight to your inbox, you can sign up for the email here.

Nike Honors Kobe Bryant’s Legacy and the Mamba Mentality in Powerful New Ad

Nike kicked off a week-long homage to NBA champion and cultural icon Kobe Bryant on Sunday, which would have been Bryant’s 42nd birthday. The week began with the release of a powerful 90-second film narrated by Kendrick Lamar and created by Wieden + Kennedy paying tribute to Bryant and the “Mamba Mentality.” 

Up next: “Mamba Week” will include programming, donations and product offerings celebrating Bryant’s legacy.

Road to Brandweek: Marc Pritchard Says P&G Wants to Be ‘Useful’ in This Moment

Marc Pritchard predicts that the “virtual world is going to create some real transformation in every aspect of brand building, media and advertising.” He should know: as chief brand officer of Procter & Gamble, he’s at the helm of marketing efforts for many of the world’s most powerful CPG brands including Tide, Bounty and Dawn, which are booming as consumers prioritize cleanliness and hygiene amid the pandemic.

Pritchard will be joining us at Brandweek this year, so we caught up with him ahead of the event to get an idea of how P&G is facing the state and future of the industry.

Join the foremost brand marketers in the world for Brandweek Masters Live, a fully reimagined virtual experience on Sept. 14–17. Register now and learn from the brand masters. Early-bird rates end on 9/2.

Facebook CMO Antonio Lucio Is Stepping Down

After two years at Facebook, CMO Antonio Lucio is on his way out, and says he intends to move exclusively into promoting diversity and inclusion in the marketing industry, continuing work he’s done for decades. In a Facebook post about the decision, Lucio amicably thanked many of those he worked with at the company, including CEO Mark Zuckerberg.

What’s next for Facebook? The company is facing several challenges as Lucio leaves, including government scrutiny over hate speech on its platform and anti-competitive behavior.

How This Startup Spirits Brand Turned a Nightmare Scenario Into Its Best Year Yet

The alcohol industry’s hardest hit players have been craft breweries and distilleries, but startup Ghost Tequila flipped the script with a swift expansion of its ecommerce and retail businesses as bar and restaurant sales dried up. Targeting the home cocktail trend and leveraging both discounts and billboard advertising, the brand has achieved record sales. The brand also launched a nationwide competition, paying bartenders to submit cocktail recipes, and it donated  $1 to the Restaurant Workers’ Covid-19 Relief Fund for every vote cast.

Explore the campaign: Focusing on the product, the brand’s campaign plays up the spiciness of the liquor and the spirit of 2020.

TikTok Will Sue the U.S. Government, Challenging Trump Executive Order

After hinting at its intention to sue the Trump administration over the president’s executive order prohibiting American citizens and companies from “transacting” with the app, TikTok confirmed that it will indeed file suit in the coming week. The company said the order “sets a dangerous precedent for the concept of free expression and open markets.” This development comes as Trump and Microsoft have been discussing the possibility of the tech company acquiring TikTok’s U.S. operations, which could benefit both companies.

@JessZafarris Jess Zafarris is an audience engagement editor at Adweek.