Nike's Kobe tribute post does a lot with little

Nike released a “tribute” post to Kobe Bryant on the day of a star-studded farewell memorial service hosted at the Staples center in Los Angeles.

When I first saw the online chatter about the brand’s tweet, my head went to the typical places. Stirring music, dramatic highlights and a choreography of moving images and sounds that only Nike could produce.

Luckily, we all got something different.

A handful of words, complemented by a sprinkling of meaningful numbers. No pictures. White type on black background with only the word “forever” as a creative constant. Audio doing the majority of the work to transport us all back and remind the basketball community — and the world — of those moments, memories and milestones.

Mamba Forever.

(sound on) pic.twitter.com/B2LUIcpRCc

— Nike (@Nike) February 24, 2020

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Moving without motion. Powerful without pulsating. Dramatic without drama.

An appropriate send off that will also, ultimately, sell shoes. Marketing with heart that stirs emotion and drives results…much in the Mamba tradition.