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Former NBA Star Unhappy With Kobe Bryant Development

Originally posted on Athlon Sports | By Sami Haider | Last updated Feb 26, 2026 10:21 AM ET

The "Black Mamba" became a massive marketing empire and a legendary personal brand, but a recent report by ESPN’s Baxter Holmes reveals that Kobe Bryant wasn't Nike's first choice for the persona.

Five years before Bryant adopted the name, Nike pitched the concept to Michael Jordan and went all out to start a marketing campaign. But MJ turned down the idea because he was scared of snakes.

In 2002, Nike executives sought a way to market the Air Jordan 19. The shoe featured a braided material called "Tech Flex" that looked like scales, leading executive Gentry Humphrey to search for the "most badass" black snake. He landed on the black mamba and built a full ad campaign around it for the shoe's 2004 launch.

However, Jordan had a lifelong phobia of snakes. Although he let a few print ads run to avoid a major financial loss, he hated the concept and demanded Nike never use it for him again.

Meanwhile, Bryant was dealing with the fallout of his 2003 legal case and looking for a way to separate his personal struggles from his game. After watching “Kill Bill Vol. 2,” he independently chose the "Black Mamba" as his alter ego.

He first appeared on the cover of Slam Magazine as the Mamba in 2006, and Nike officially merged his shoe line with the persona, starting with the Zoom Kobe III in 2007. But not everyone appreciated the new details.

Former NBA star Isaiah Thomas posted a brief, frustrated response on social media, penning, "Why even tell this story? Smh."

Why even tell this story? Smh https://t.co/dJZSevMFbM
— Isaiah Thomas (@isaiahthomas) February 26, 2026

While Thomas, a two-time All-Star who enjoyed a 12-year NBA career that ended after the 2023-24 season, didn't elaborate, many interpreted his reaction as a defense of Bryant's legacy. In the hoops community, “Black Mamba” is closely linked to Kobe Bryant and his “Mamba Mentality.” In some way, the new details can feel like Bryant grabbed a pitch that MJ rejected years ago.

Since Kobe Bryant’s tragic death in 2020, his estate and Nike have turned his brand into a powerhouse. By 2025, Nike Kobe models made up nearly 37% of signature basketball shoe sales on StockX, with the Kobe 8 Protro "What the" becoming the top seller in its category.

To match the "Year of the Snake" in the Chinese zodiac, Nike named 2025 the Year of the Mamba. The company released a full line of apparel and new shoes, led by the Kobe 5 Protro "Year of the Mamba."

At the same time, the Jordan Brand remains a giant, bringing in roughly $7 billion in annual revenue as of the 2024–2025 fiscal year. Both brands are at their peak, even though it feels like "Black Mamba" sounds like MJ's rejected piece in light of the new details.

This article first appeared on Athlon Sports and was syndicated with permission.

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