Creative Execution

The House of Mamba was completely inspired by Kobe and Nike’s ongoing legacy of creating innovation that serves athletes and consumers. Everything from the architecture, art direction of the walls, even the tickets as well as the LED court and custom Kobe drills had those beliefs at their core. The court itself was cable of showing live video, animation and motion tracking performance that powered the challenges and drills, all while delivering an authentic basketball court feel and gameplay. Additionally, the space was designed to house 3 live events. So all components worked simultaneously and seamlessly together in real time.

Sales data hasn’t been reported yet. The most important result is how much the kids were inspired, what it enabled Kobe to do with them and how much it helped to immerse them in the journey of Rise. The proof is captured in the content that has been generated, broadcast and picked by media. The episodes have millions of views, completion rates and average watch rates are very high and feedback from consumers via social has been extremely positive. House of Mamba was quickly picked up by Global and North American media; Devour, CBS, USA Today, Slam and Bleacher Report.

Everyday kids love basketball in China but they don’t believe they can improve or reach their dreams however big or small. We set out to redefine the athlete tour and develop an idea that harnesses the brand’s power and athletes to change that perception, speak with and engage these grassroots kids and ultimately shift culture through basketball. Hence the idea of Rise: a real-time docu-drama aimed at showing that the ability to rise is within everyone. Nike’s House of Mamba was the epicenter of Kobe Bryant’s chapter in that story.