Nike’s latest campaign has taken the internet by storm, thanks to a powerful and unexpected pairing: New York Knicks star Jalen Brunson and Natalia Bryant, the eldest daughter of the late Kobe Bryant.
The commercial, released ahead of the August 23 launch of the Kobe 3 Protro “Halo” sneakers, is more than just a product spotlight, it’s a tribute, a performance, and a cultural moment rolled into one.
Set in a flashy New York City jewelry store run by internet personality Big Time Tommie, the one-minute ad opens with Brunson walking in, looking for “something special.” After dismissing a few flashy items, his attention shifts to Natalia, who’s quietly working on a pristine pair of all-white Kobe 3 Protros. When Brunson tries to grab the shoes, Natalia pulls them away with a smirk and delivers the line that’s already become a fan favorite:
“You reach, I teach.”
From there, the ad becomes a playful test of worthiness. Natalia grills Brunson on his game, his mindset, and whether he’s truly ready to wear the legacy.
“You might be ready,” she says, “but I’m still not convinced.”
Just before the commercial fades to black, high school phenom Aaliyah Chavez makes a surprise cameo, adding another layer of intrigue and generational connection.
The ad is packed with subtle nods to Kobe Bryant’s legacy. The shop’s address, 0824, is a reference to the two jersey numbers Kobe wore during his career. The mention of “five rings” and “twin snakes” cufflinks pays homage to his championship pedigree and Black Mamba persona. Even the diamond-shaped design on the sneakers honors Natalia’s middle name, Diamanté.
Jalen Brunson & Natalia Bryant in Nike ad for new Kobes 🔥 pic.twitter.com/thADcjg3Nh
— New York Basketball (@NBA_NewYork) August 19, 2025
Brunson, known for his clutch performances and love of Kobe sneakers, was a fitting choice for the campaign. He wore the Kobe 6 Protro “Grinch” during his 61-point game in 2024 and sported a Statue of Liberty, inspired Kobe 6 during the 2025 playoffs. Natalia, meanwhile, has taken on a more public role in preserving her father’s legacy, and her poised performance in the ad has fans calling for her acting debut.
Nike’s full-scale push for the Kobe 3 Protro includes teaser voicemails, social media drops, and a release date that coincides with what would have been Kobe’s 47th birthday.
