Storytelling of the Week X

A story of love and hate. We love to hate. We hate to love. Love and hate is Nike’s big theme around the retirement of Kobe Bryant. We saw this spot where Bryant is revered (but where, in the spot, he urged fans to consider hating him instead of loving him).

There’s a similar polarizing feel in the other farewell to Bryant, which gets the player’s friends and foes. True that Kobe was always hated (for many things from Magic Johnson battle to the ‘rape case’, the down moments…) but also nobody can really avoid his talent and career. More than just an interesting advertising trick to celebrate an athlete, there is a truth for any person trying to reach great


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