BEAVERTON, Ore. (February 19, 2011) – Nike (NYSE: NKE) and Kobe Bryant overnight launched the much-anticipated film The Black Mamba to millions of fans around the world via Facebook. The film features superstar athlete Kobe Bryant and brings the star’s alter ego – the Black Mamba – to life in a bold new way.
The Black Mamba, starring Kobe Bryant, Kanye West, Bruce Willis and Danny Trejo, is a Nike Basketball production directed by Robert Rodriguez. In Rodriguez’s trademark style, the film showcases Kobe as he fights to protect the game of basketball against all who wish to destroy it — and him.
“We’re excited to bring a world-class athlete like Kobe Bryant together with one of the best directors of our time, Robert Rodriguez, to create a film worthy of the big screen,” said Davide Grasso, Nike’s VP of Global Brand Marketing. “Nike is proud of its long history in the sport and culture of basketball, and through the film we celebrate this heritage and pay tribute to one of the game’s best – Kobe Bryant.”
“The film was inspired by my on-court alter ego the Black Mamba,” said Nike athlete Kobe Bryant. “The driving force of the Black Mamba is having the will to be fearless and relentless, while remaining confident and true to yourself, no matter what the obstacles. I work hard to embody these characteristics during every game.”
Simultaneous to the film’s global digital launch, The Black Mamba was shown at a Nike Basketball celebration held at the W Hollywood hotel to an exclusive mix of Nike’s world-class athletes, renowned artists and influencers including many of the film’s actors plus all stars LeBron James, Kevin Durant, Amare’ Stoudemire and Paul Pierce. The film’s launch was followed by a performance with Kanye West.
The film premiered on facebook.com/nikebasketball and can now be viewed at youtube.com/nikebasketball and NikeBasketball.com. The film was created in partnership with Wieden+Kennedy of Portland, Ore., and will be supported by cinema, print, out-of-home extensions and through select cable companies via their on-demand feature.
For more information visit Nikemedia.com. About NIKE, Inc. NIKE, Inc. based near Beaverton, Oregon, is the world's leading designer, marketer and distributor of authentic athletic footwear, apparel, equipment and accessories for a wide variety of sports and fitness activities. Wholly-owned Nike subsidiaries include Cole Haan, which designs, markets and distributes luxury shoes, handbags, accessories and coats; Converse Inc., which designs, markets and distributes athletic footwear, apparel and accessories; Hurley International LLC, which designs, markets and distributes action sports and youth lifestyle footwear, apparel and accessories; and Umbro Ltd., a leading United Kingdom-based global football (soccer) brand.