Why did Nike choose Dodge Blue and abandon the Lakers purple gold in the latest Kobe series?

Nike's choice this time is a wonderful "cultural symbol transfer" strategy. As a well-known metropolitan area in the United States, Los Angeles' cultural identity includes multiple dimensions, and the Lakers and Dodgers radiate to different social classes respectively. By linking Kobe to Dodge Blue, Nike cleverly implanted the Mamba spirit into a wider social class.

Compiled丨Zhang Bin

Picture丨from the Internet

Even if you are not a basketball fan, you must know who Kobe Bryant is.

The late NBA idol is not only a legend on the basketball court, but has become a cultural phenomenon, a global symbol of courage, legend and perseverance to greatness, and will always be integrated into the culture of Los Angeles and elsewhere.

He inspires generations of athletes with his unremitting professional spirit. His "Mamba spirit" is not only highly sought after in the basketball world, but also is praised by CEOs, artists, young students, and all those who pursue success.

Through the tempering of his 20-year career, he successfully portrayed himself as a cultural symbol that crossed the boundaries of sports, and this influence still existed even after his death. According to the "2020 Dead Celebrity Influence List" released by Forbes, Kobe ranked sixth, and his commercial value is comparable to entertainment idols such as Michael Jackson and Elvis.

There is no doubt that Kobe has a world-renowned global influence, but he is undoubtedly the most typical representative of Los Angeles. He has played for the Los Angeles Lakers for 20 years of his NBA career and has built his own dynasty. If you imagine Kobe in your mind now, you might think of one thing: purple and gold.

OK, Nike's latest tribute may catch you off guard. Because this time, it has no color as the Lakers. In March, Nike released the Kobe 6 Protro Dodge sneakers for the first time. This time, the Nike x Kobe Bryant full Dodge series will be officially launched on May 30, paying tribute to Kobe's Los Angeles roots in a brand new way.

This time, instead of continuing to adopt familiar purples and golds, Nike adopts Dodge Blue—which connects Kobe to the wider Los Angeles sports community.

Nike's choice this time is a wonderful "cultural symbol transfer" strategy. As a well-known metropolitan area in the United States, Los Angeles' cultural identity includes multiple dimensions, and the Lakers and Dodgers radiate to different social classes respectively. By linking Kobe to Dodge Blue, Nike cleverly implanted the Mamba spirit into a wider social class.

Relevant data show that the audience overlap between MLB and the NBA is not high. As a professional team with a long history in the Los Angeles area, the Dodgers have huge family-born fans. Through color narrative, Nike successfully opened up the fan barriers between baseball and basketball, and doubled its target user base.

The core product released this time is the Nike x Kobe Dodge jersey, which uses pure white design and bold blue embellishments, which is a special tribute to Kobe's legend, including his iconic number and elements that pay special tribute to his last game of his career. The series also includes Dodgers blue accessories that blend Nike's innovative spirit with Kobe's unique style. The Kobe 6 Protro Dodge sneakers are the leading product of this series, paired with a simple patterned T-shirt, making the overall feeling more perfect.

It is worth mentioning that the "farewell battle tribute" element activates fans' collective memory of Kobe's retirement battle in 2016. This emotional connection makes the product premium rate amazing.

This is a product launch that combines culture, sports and tradition - a perfect story told to the outside world through the Kobe series.

Nike's situation is not a good idea due to previous tariff wars, and the company has recently laid off some employees in the technology department. Nike needs to continue to expand into the Kobe series, which is not just to commemorate his brilliant achievements, but also a wise move from a business perspective. The

Kobe 6 Protro Dodge sneakers performed strongly and sold out quickly. In 2022, Nike and the Kobe family re-signed a long-term agreement on Kobe's legacy, put aside their differences, and decided to work together to look to the future. The popularity of this product proves the historic value of this choice.

Kobe series products are very high in terms of revenue and profit margins, and the cooperation covers all product lines in categories. This is a "cash bull" of Nike. The related products launched based on the legacy story of Kobe's second daughter Gianna can also provide direct help to Nike's entry into the women's business line.

Sneakers have no doubt about their position in Kobe's series of products. The two sides jointly decided not only to position the Kobe collection as a retro basketball shoe, but also to position it as a lifestyle logo that blends high performance, nostalgia and fashion.

Nike was able to further expand the appeal of the Bryant series by connecting Kobe with another historic baseball team in Los Angeles, the Dodgers. The release of this series will not only be sought after by athletes and collectors, but will also attract the attention of people who love the city spirit of Los Angeles and those who feel Kobe's influence.

The highly anticipated Nike Kobe 5 "CHBL" will be launched in the summer of 2025. With the release of the Bee series sneakers, the Mamba legend will undoubtedly never fade, and it is still evolving.

In this age of attention economy, the symbiotic relationship between Nike and Kobe's legacy proves that true legends never end, they will only be reborn in the chemistry of business and culture. When the lights of Dodger Stadium are illuminated, the blue sneakers in the stands are dotted, which is the latest habitat of the Mamba spirit..

Mamba Forever!