Kobe Bryant has always been fascinated with storytelling and the impact stories can have on the world. Now, as the Chief Executive Officer of Kobe, Inc., he can focus his time on that part of his second career, beginning with his latest project as the Creative Director for sports drink BODYARMOR, where he is the third-largest shareholder.
The brand’s first multi-million dollar national advertising and digital campaign kicks off Wednesday night during the NBA Playoffs on TNT. Dubbed “Obsession is Natural,” the creative slogan centers around what it takes for athletes to be the most elite at their craft.