Nike Basketball proved that it ‘never stops’ (as the brand declared in the previous campaign) with the launch of the new marketing promotion starring basketball legend Kobe Bryant. He has reached remarkable success in his life and now, with his own example can inspire talented individuals around the globe to achieve yet bigger and bolder goals. This became the core point of the ‘The KobeSystem: Success for the Successful’ campaign, which spreads the athlete’s ‘Attack Fast, Attack strong’ philosophy and promotes his revolutionary new signature shoe, the Nike Kobe VII System Supreme.

“It’s fun to work with a group of very successful people and inspire them to reach new levels of success by using the KobeSystem. I’m teaching them how to adapt to succeed to go to that ‘next level,’” comments Bryant on the new collaboration with Nike. In the new spot, directed by Jody Hill (‘Observe and Report’) and shot in Hollywood, Kobe is explaining global leaders in various areas how to get over the top. Among people sitting in front of him and listening to what he is saying, you can spot entrepreneur and philanthropist Richard Branson, multi-platinum recording artist Kanye West, international soccer star Landon Donovan, skateboard extraordinaire Paul Rodriguez, Grand Slam tennis champion Serena Williams, acclaimed comedian and actor Aziz Ansari, and others. Five-time World Champion, thirteen-time All-Star and gold medalist Bryan, who knows how to apply winning sport tactics to the life off the pitch, talks about the importance of getting beyond the success pyramid, saying that people shouldn’t stop even when they think they’ve reached the peak—they should try and find new ways to adapt their skills to proceed to a new level.

The new Nike Kobe VII System Supreme shoe is also all about adaptation as it allows a person to choose the cushioning —the Attack Fast insert for lightweight responsiveness or the Attack Strong insert for a push,—to customize the footwear for the game. In other words, the new shoe can be easily tailored to the needs of the player and help him do his best. “Kobe’s versatility on the court combined with the adaptive nature of his latest signature shoe, the Nike Kobe VII System Supreme, fueled this new campaign. Kobe’s success truly transcends the court and can inspire others to go beyond what they think is possible. This multi-media campaign invites consumers to be an active part of the KobeSystem, in sport and in life,” shared Adam Roth, Global Marketing Director for Nike Basketball.

The campaign, produced by Wieden + Kennedy of Portland, Ore., includes the commercial and a range of webfilms starring the KobeSystem personalities, who will be telling about “where they fit on Kobe’s success pyramid.” This ad effort comes as another product created by the great trio, which includes Nike, W+K and Kobe Bryant: last year, they released ‘Black Mamba,’ a hilarious promotional film in support of the Nike Zoom Kobe VI shoe.