For Kobe Bryant, purple and yellow are not just his former Laker uniform colors. Purple represents overcoming challenges and setting fresh goals, while yellow signifies positivity, according to his views on the psychology of color that he articulates in a new campaign for Nike.
The effort, dubbed "Mamba Mentality," is by R/GA and plugs the new Kobe A.D. shoe that comes in five color varieties: grey, purple, blue, yellow and red. The shoe collection launched globally Thursday (Aug. 24) in a nod to the two uniform numbers (8 and 24) that he once wore, according to Nike.
On social media, Bryant marked the occasion by issuing challenges to four famous athletes and one music star. Each tweet used a color and the corresponding emotion he assigned to it.
For instance, he challenged Kendrick Lamar to "revolutionize the music program at Centennial High School," which is where Lamar went to high school in Compton, Calif.
Bryant also tweeted challenges at Seattle Seahawk Richard Sherman, sprinter Allyson Felix and Toronto Raptor DeMar DeRozan. Bryant is trying to engage everyday fans by asking them on Twitter to call a phone number. It returns a recorded message by Bryant in which he asks callers to ask him questions and leave their social media handle, with the implication that he will respond directly.
Read more about the campaign over at AdAge.com.