Kobe: Have a Hard Year

On basketball courts around the world, shouting “Kobe” has long been synonymous with achieving the extraordinary.

Then unexpectedly, this practice exploded in popular culture. People started saying “Kobe” before chucking just about anything into a hoop shaped hole. And even with our mythical reverence for one of the GOATs, we took his name in vain.

In this Nike film for Lunar New Year, we celebrate the true spirit of Kobe's sweat, sacrifice and relentless dedication to doing whatever it took to win with a whole new generation – suggesting that everyone around the world “Have a Hard Year”.