Our opportunity

Kobe Bryant is one of the most iconic, gifted, and influential athletes of all time, transcending sport to become a global symbol of excellence and perseverance. Since his untimely passing, Nike has remained committed to ensuring the Mamba legacy endures. In January 2025, Nike launched a four-year campaign dedicated to celebrating everything that made Kobe, Kobe. Through on-court challenges, intentional storytelling, and meaningful product capsules, Nike aims to bring the Mamba Mentality to life—demonstrating what it truly means to push beyond limits and inspire the next generation

Our approach

Nike entrusted BeCore with bringing its vision for a physical pop-up shop to life during NBA All-Star Weekend in San Francisco. With a clear intention to give back to the community, Nike chose to host the activation in the historic Chinatown district—a location rich in culture and significance. BeCore led the end-to-end execution, sourcing the venue, designing the visual identity, developing the run-of-show, and staffing the team to ensure seamless product distribution. The pop-up featured exclusive Year of the Mamba edition Kobe sneakers alongside limited-edition apparel, creating a highly sought-after experience that honored Kobe’s legacy while engaging the community in a meaningful way.

Our success

Through our partnership with Nike’s SNKRS app, we successfully facilitated the redemption of vouchers for all 400 customers, allowing them to purchase Kobe products at full value. Within just 30 minutes of opening, the pop-up drew an overwhelming response, with lines wrapping around the block. Even casual bystanders, drawn in by the energy and excitement, expressed their appreciation for Nike’s presence in Chinatown—an underrepresented neighborhood in San Francisco. This activation not only generated immense demand but also reinforced Nike’s commitment to showing up in meaningful ways for the community.

KPIs

400 total customers