Amid Public Denial, Kobe Bryant’s Multimillion Brand Gets Applauds From Insider

“I mean, this is off the top of my head, but I’m literally drinking BodyArmor right now, and they are a good example,” says Jason Zone Fisher, an industry veteran who has worked with the likes of CBS News, Gillette, and Nestle. Fisher appeared in our exclusive episode, “LIV Golf’s Uncertain Future to NBA’s Glitz & Glamor” released on June 25, 9 AM PST, sharing an inside scoop on the campaign honoring the late Kobe Bryant. For the actor-filmmaker, BodyArmor hits all the right notes!

On the latest episode of EssentiallySports Think Tank hosted by none other than Trey Holder, Jason Zone Fisher delves into how brands can leverage partnerships with legendary athletes of the past, like Kobe Bryant, to create impactful campaigns. How does a brand truly stand out in a world saturated with marketing messages? According to Fisher, the answer lies in authenticity, impact, and a shared vision.

The Kobe Bryant Blueprint: A Case Study in Brand-Athlete Synergy

“I was able to work with BodyArmor all of last year on a really cool campaign,” Fisher reveals. He points to BodyArmor’s collaboration with the late athlete’s wife, Vanessa Bryant’s Mamba & Mambacita Foundation, as a prime example of a campaign that hit all the right notes. “It felt like something bigger than just the brand activation; it felt like we were doing good; we were honoring the legacy of someone who was an important part of this brand, kids that were having the time of their lives, something that they’ll never forget,” he recalls.

The campaign focused on refurbishing basketball courts in underserved communities, a move that not only honored the legacy of Kobe Bryant and Gigi Bryant but also provided tangible benefits to aspiring athletes. This connection to a cause that resonated with both the brand and its target audience created a powerful narrative that went far beyond traditional advertising.

However, the Mamba & Mambacita Foundation’s recent financial reports have stirred controversy, with the organization dipping below the public support threshold of 22%, which is crucial to maintain its tax-exempt status as a public charity. Despite this public scrutiny, the brand’s association with the foundation and its commitment to social impact continue to be lauded by industry insiders like Fisher.

But the BodyArmor campaign honoring Kobe Bryant wasn’t just about feel-good moments. “It felt good because this was something that BodyArmor did, and everyone’s drinking BodyArmor. We talk about BodyArmor, but it felt like something bigger than just the brand activation,” Fisher explains in this week’s EssentiallySports Think Tank episode. It was a strategic move that paid dividends for the brand. By aligning itself with a cause that mattered to its consumers, BodyArmor was able to cut through the noise and establish itself as a leader in the sports drink market.

“They partnered with the Mamba-Mambacita Foundation and opened up new basketball courts, refurbished courts, beautiful basketball courts, in underserved, underprivileged neighborhoods all across the country, from Boston to Portland, Oregon, Compton here in the Los Angeles area, Atlanta, Chicago, all over—and they would bring in a lot of their athlete ambassadors for these big unveilings; the courts would be in honoring the legacy of Kobe and Gigi Bryant,” Fisher details, highlighting the tangible impact of the campaign.

Fisher’s insights offer a valuable roadmap for brands looking to create meaningful partnerships with athletes. It’s not just about slapping a logo on a jersey; it’s about finding common ground and creating campaigns that leave a lasting impact, such as the legacy left behind by the likes of Kobe Bryant.

WATCH: ES Think Tank’s Exclusive Interview: Injecting NFL Strategy to NASCAR & Success Beyond Sports with Derek Gaskins

What lies ahead for BodyArmor and other brands navigating the ever-evolving landscape of sports marketing? Only Fisher and the future hold the answer. But wait, there’s more! Fisher also delves into the LIV Golf phenomenon and its potential impact on the future of professional golf. 

Think Tank is a premium initiative of EssentiallySports where we bring together the finest brains who talk about strategy, leadership, change, and opportunities in the world of sports content business. Stay tuned for some serious thought leadership from our experts. This is EssentiallySports Think Tank—Where Sports Meets Smart Content.

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