Nike and Kobe Bryant form LA youth basketball league

By

Cassidy Mantor

Published
Apr 19, 2017

NBA legend Kobe Bryant has teamed up with Nike in creating a youth empowerment basketball program in LA called the Mamba League.

Started in LA in February, the Mamba League targets boys and girls age 8-10 in four neighborhoods across East and Central LA. Both Nike and the Boys and Girls Club are partners in the League.

“The Mamba League is a fun league for kids to learn the game, have fun and understand the connection that the game has with life in general—hopefully learning some of the work ethic it takes to become a better basketball player and convert that into a being better son, a better daughter and a better student,” said Bryant.

Bryant has been a career professional athlete with Nike. Now that he is retired from the NBA, he has turned to his "Nike family" to continue his legacy.

Coaches in the League come from Nike's retail stores as well as Boys and Girls Club volunteers. Their training is comprised of both sport fundamentals as well as social and emotional training to enhance participants' experience.

Girls are a target group for development in the League which is currently 45% girl players. Their all girl teams are coached by women, furthering Nike's goal to grow its women's business. Reaching girls age 8-10 is the first step in connecting them with the brand for life.

This is not Nike's first foray into community based youth athletics programs. Nike is involved in several global programs for youth to increase their physical activity as part of the Nike's corporate goals for positive global community impact.

As for the Mamba League, Bryant and Nike plan to expand it to other locations in future seasons beginning spring of 2018.