NKE Nike Inc

By Nick Niedzwiadek 

Kobe Bryant has long been as tenacious in his off-court businesses as he is on the court, and now Nike is saying thanks.

In an ad unveiled over the weekend, a host of fellow Nike endorsers talk about Mr. Bryant and his defining characteristics in a 97-second spot.

More than 30 athletes including LeBron James, Serena Williams, Tiger Woods and Andres Iniesta appear in the ad, as well as Mr. Bryant's former coach Phil Jackson, praising his competitive nature and his dedication to the sport.

"He's always trying to take your heart out, man, you gotta be ready for that," Mr. James says in the ad.

The ad will run ahead of Mr. Bryant's final game on Wednesday and is called "Mamba Day" -- riffing off his "Black Mamba" nickname. The ad is similar to one that Nike's Jordan Brand did for New York Yankees legend Derek Jeter ahead of his retirement in 2014. Mr. Bryant announced his retirement in November via a poem published on The Players Tribune, a media site for athletes backed by Mr. Jeter.

Mr. Bryant has had a signature shoe line with Nike for more than a decade and has helped the brand expand its reach into China, where he is one of the most revered athletes. Nike last week released a farewell ad tailored to his fans in Asia.

Nike isn't the only marketer looking to give Kobe a sendoff tribute. Apple unveiled a new ad for its Apple TV product featuring Mr. Bryant and actor Michael B. Jordan, where Mr. Jordan is preparing to play aging Kobe in a movie.

Mr. Bryant's final game is a compelling storyline, but may be overshadowed by the Golden State Warriors' push to break the record for most wins in a season. The Warriors' final contest on Wednesday bumped Mr. Bryant's Los Angeles Lakers to ESPN2 from the main channel.

Write to Nick Niedzwiadek at nick.niedzwiadek@wsj.com

(END) Dow Jones Newswires

April 11, 2016 15:49 ET (19:49 GMT)

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