Hit refresh on your social media strategies. Head to Social Media Week in NYC this April 9–11 for campaign insights, content inspiration and new industry connections. Register before March 4 to save 20% on your pass.
Love him or hate him, Kobe Bryant is a legend.
In China, they mostly love him—he's made a concerted effort, with Nike, to reach out to his Chinese fans over the past decade. And the Chinese have responded with adulation all but unmatched for American sports stars.
Now, with Bryant's last game fast approaching, Nike and Wieden + Kennedy Shanghai have created a stirring 60-second tribute commercial. And it's all about that love—which Bryant says might actually be a bit misguided.