A great article on how marketable Kobe Bryant has climbed back to become. Now at the top of the basketball world, he has also propelled him as the most marketable in the NBA.
CNBC: 285 weeks.
That’s exactly how long it took Los Angeles Lakers guard Kobe Bryant to get to become the league’s most marketable player again. Sure, it’s a subjective ranking, but it’s harder to argue with a fourth, and Shaq-less, title in Kobe’s hands.
At the beginning of last year, I would have never thought that Bryant would surpass LeBron in the eyes of corporate America.
That was before I went to Beijing and saw how much more Bryant was loved than James.
That was before Nike [NKE 55.70 -0.91 (-1.61%) ] decided to use Bryant to launch its Hyperdunk shoe (instead of LeBron) and before I saw how Nike was willing to use Kobe to push a groundbreaking low top.
That was before I witnessed Vitaminwater, a Coke [KO 48.2105 -0.6795 (-1.39%) ] brand – which let his contract expire after the sexual assault charges –- take him back.
And the number one metric is probably the jersey sales. He’ll finish the year No. 1 for the second time in three years and it’s hard to argue that it’s because the No. 24 is still new.
Yes, Kobe Bryant has completed a marketing comeback that no athlete in the history of sports marketing has pulled off.