Have a Hard Year | Kobe

Nike is ushering in the "Year of the Mamba" with a powerful new campaign that pays tribute to the late Kobe Bryant and his enduring legacy. The commercial, titled "Have a Hard Year," challenges athletes to embrace the difficult, uncomfortable path in pursuit of greatness. Through vivid storytelling, it captures the essence of the "Mamba Mentality" — a mindset synonymous with resilience, hard work, and the relentless drive for excellence. Kobe's legacy, once tied to the Lunar Year of the Snake, is now reimagined in this cultural celebration of determination and grit.

The 90-second spot begins on a snow-covered basketball court, where a man shovels away in the cold to play. As he takes a shot, he yells, "Kobe!" — a nod to the near-universal habit of invoking the legend's name. A montage follows, showcasing athletes of all ages and disciplines pushing through their physical and mental limits. A woman does push-ups while her family dines nearby, a young girl prepares to face a male-dominated football team, and a man painfully realigns his dislocated fingers during a game. Each scene underscores the central message: this isn’t the Year of the Snake; it’s the Year of the Mamba.

Beyond the ad, Nike is celebrating Kobe’s legacy with a new apparel and footwear line inspired by the Black Mamba himself. The standout piece in the collection is the Kobe 5 Protro “Year of Mamba,” featuring a forefoot Zoom Air unit and Protro midfoot foam for peak performance. According to Kobe Footwear Product Line Manager Bronson Yim, the capsule aims to educate younger athletes about the tenacity and spirit Kobe embodied. “This collection isn’t about having a good year,” Yim explained. “It’s about challenging yourself to have a hard one and proving you can channel the Mamba Mentality to become your best.”

Nike’s latest campaign not only honours an NBA Hall of Famer but also reinforces its own brand identity as a champion of ambition and perseverance. By encouraging athletes to embrace the struggle, the sportswear giant upholds its ethos of inspiring greatness and reminds the world why it remains at the forefront of the industry. The Year of the Mamba is more than a slogan — it’s a call to action for all who dare to chase excellence.