Nike has unveiled its latest campaign for the Kobe 3 Protro, featuring New York Knicks star Jalen Brunson and Natalia Bryant, the eldest daughter of the late Kobe Bryant. The ad, released on Tuesday, highlights the sneaker's modern design while paying homage to Kobe's iconic legacy.

In the ad, Brunson enters a jewelry store in New York, searching for 'something special.' Amidst the display of various jewelry pieces, an all-white Kobe 3 Protro catches his eye. As Natalia Bryant buffs the sneakers, Brunson inquires, 'What's she working on?'

Bryant, embodying her father's competitive spirit, responds with, 'You reach, I teach,' before quizzing Brunson to determine if he's worthy of the shoes. She ultimately concludes, 'You might be ready, but I'm still not convinced,' and buzzes him out.

The Kobe 3 Protro is a reintroduction of the sneakers Kobe Bryant wore during his 2007-08 MVP-winning season. Nike has designed this version for the modern game, incorporating new diamond shapes on the upper and outsole in honor of Natalia, whose middle name is Diamanté.

Brunson, a devoted wearer of Kobe sneakers, has consistently showcased his love for the brand. During the 2025 NBA playoffs, he sported a 'Hyper Turquoise' Kobe 6 player edition sneaker inspired by the Statue of Liberty. In March 2024, during his career-high 61-point game, he wore the Kobe 6 Protro Grinch kicks.

The all-white Kobe 3 Protro is set to release on Saturday, coinciding with what would have been Kobe Bryant's 47th birthday. This campaign not only celebrates Kobe's enduring influence but also bridges the gap between his legacy and the next generation of basketball stars.