During Chinese New Years, it’s traditional to wish each other 恭喜发财 (happiness and good fortune) or 万事如意 (have all your wishes.)  But this isn’t the Year of the Snake. This is the Year of the Mamba.  And Kobe would wish you “have a hard year” because it could be your greatest. 

We launched this global platform with a film featuring Chinese athletes reclaiming Kobe’s name for what it should stand for along with OOH around the world challenging people to have a Hard Year.