Nike has rolled out a campaign 'Have a Hard Year,' featuring basketball player Kobe Bryant, to inspire athletes worldwide to embrace challenges and strive for greatness in 2025.

It also aims to showcase its collaboration with Bryant for its new 'Year of Mamba' collection.

The campaign which consists of an ad film encourages athletes to take the harder, more uncomfortable path in pursuit of their boldest dreams. Anchored in Bryant’s  Mamba Mentality, the initiative weaves his relentless pursuit of excellence with the cultural resonance of Lunar Year 2025 - the 'Year of the Snake'. The film highlights athletes from various sports pushing their limits, enduring pain, and overcoming hardships to achieve their goals. Moments of intense training are brought to life, from push-ups to coping with blistered hands, with each athlete shouting "Kobe!" in a powerful expression of determination and tribute. The film concludes with a poignant twist, declaring that 2025 isn’t just the 'Year of the Snake'—it’s the 'Year of the Mamba'.

What do we think about it: Powerfully intertwines the 'Mamba' mentality with Lunar Year 2025, urging athletes to embrace hardships in pursuit of greatness. It serves as a compelling tribute to resilience and determination.

The campaign was rolled out on YouTube and Instagram on 8 January.