• Loading stock data...
Friday, August 1, 2025
Tuned In returns to NYC on September 16. Hear from the biggest names in sports media. Click here to get your spot

Brands Leaning On Kobe Bryant Three Years After Death

  • Bryant will be the cover athlete of the NBA 2k24 video game this summer.
  • Nike recently announced plans to relaunch the Kobe signature sneaker line.
Three years after his death, Kobe Bryant business is going up.
Kirby Lee-USA TODAY Sports

The business of Kobe Bryant is in full swing three years after the Pro Basketball Hall of Famer’s death.

Bryant will grace the cover of “NBA 2K24” via two different editions — the fourth time the popular video game has selected the longtime Los Angeles Lakers star. A special edition of “NBA 2K21” honored Bryant with its cover in 2020, shortly after the helicopter accident that killed him, his daughter Gianna, and seven others.

Last week, Nike announced plans to relaunch the Kobe signature sneaker later this summer. In 2022, the brand reached an agreement with the Kobe Bryant Estate to continue the popular line.

After Bryant’s death, the state of his Nike merchandise fluctuated. After an initial report that Nike had stopped sales of Bryant-related items, the company clarified that it had actually sold out existing inventory. Bryant’s estate, led by his widow Vanessa, eventually let the contract expire in 2021.

Now, fences are mended with Nike, and Bryant is back in the spotlight via NBA 2K. 

Any other brands attempting to use Bryant’s likeness may face more resistance moving forward, though. Bryant had an exclusive trading card deal with Panini and was an investor in Body Armour — which netted his estate $400 million when Coca-Cola took majority ownership of the sports drink.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Stanford

John Donahoe Taking Over Stanford Sports After Rocky Nike Tenure

John Donahoe will be Stanford’s AD after a four-year stint running Nike.

NFL Preseason Getting Earliest Kickoff in 25 Years

The Lions and Chargers face off in the Pro Football Hall of Fame Game.

Trey Hendrickson Ends $450K Holdout Without New Bengals Deal

The defensive end is seeking a raise on his $16 million 2025 salary.

Browns Push Forward on $2.4B Stadium Despite Political Obstacles

The NFL team plans a stadium groundbreaking, despite funding and legal issues.

Featured Today

Las Vegas sign

College Sports Embracing Vegas After Years of Cold Shoulder

The Big Ten became the latest newcomer to Sin City.
2000, Jupiter, FL, USA; FILE PHOTO; Montreal Expos pitcher Hideki Irabu in action on the mound against the New York Mets at Roger Dean Stadium during Spring Training
July 28, 2025

Dead Sports Franchises Are Alive and Well on Twitter

The Expos, Sonics, and Whalers have active social media accounts.
Limited Hype
July 27, 2025

Sneaker Reselling Was Once Easy Money. Success Is Now Complicated

Vendors need to evolve what they’re selling and how they do it.
HAPPY GILMORE 2. BTS - (L to R) Adam Sandler as Happy Gilmore and Rory McIlroy as himself on the set of Happy Gilmore2.
July 26, 2025

‘Cool As Hell’: How ‘Happy Gilmore 2’ Hooked Golf’s Top Stars

The process was “cool as hell,” Adam Sandler tells FOS.
Leo Messi
exclusive

MLS Commissioner Don Garber Defends Messi Suspension

Messi was punished for skipping the MLS All-Star Game.
McLaurin
August 1, 2025

Terry McLaurin Asks Out of Washington Amid Contract Standoff

McLaurin is in the final year of a three-year, $68 million contract. 
August 1, 2025

Micah Parsons Requests Trade From Cowboys As Contract Talks Stall

The defensive end has been seeking a new contract.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Dealmaker Jeffrey Kaplan maps the evolution of sports as an asset class
July 31, 2025

Mikal Bridges Takes $6M Discount to Help Knicks Avoid Second Apron

Bridges agreed to a four-year, $150 million extension Thursday.
Apr 25, 2025; Minneapolis, Minnesota, USA; Los Angeles Lakers guard Luka Doncic (77) looks on against the Minnesota Timberwolves in the first half during game three of first round for the 2024 NBA Playoffs at Target Center.
July 31, 2025

Luka Dončić Eligible to Sign $229M Extension Saturday

Dončić can sign a four-year, $229 million extension on Aug. 2.
July 29, 2025

Gabby Williams: ‘Unrivaled Saved the WNBA’s Butt’

Unrivaled was cofounded by Napheesa Collier and Breanna Stewart.
Jul 24, 2025; Washington, D.C., USA; Venus Williams (USA) waves to the crowd after her match against Magdalena Frech (POL)(not pictured) in a women's singles match on day four of the Mubadala Citi DC Open at Rock Creek Park Tennis Center.
July 29, 2025

Venus Williams Returns to U.S. Open Ahead of New Mixed Doubles Format

The number of doubles teams at the US Open has been cut to 16 from 32.