Nike has made a major move in honoring the late Kobe Bryant’s enduring legacy by selecting six NCAA basketball programs to exclusively wear his signature line of basketball shoes for the upcoming season. This decision not only strengthens the connection between collegiate athletics and professional basketball culture but also represents a significant milestone in the ongoing impact of Bryant’s influence on the sport at every level.
The selected schools—Duke, UConn, USC, Kentucky, Oregon, and Michigan State—are all recognized as elite programs within the college basketball landscape. Each of these institutions has a rich history of success, top-tier recruiting, and high-profile visibility, making them fitting ambassadors for the Mamba brand on the collegiate stage.
The initiative is part of Nike’s broader strategy to reintroduce and elevate the Kobe brand following the expiration and subsequent renewal of the company’s contract with the Bryant estate. After some uncertainty in the years following Bryant’s tragic passing in 2020, Nike and Vanessa Bryant reached a new agreement in 2022 to relaunch Kobe’s line of sneakers and apparel, with a renewed emphasis on legacy, accessibility, and storytelling. The selection of top-tier college teams to wear the line represents a unique step in this direction—one that blends performance, prestige, and memory.
For Nike, this rollout has multiple benefits. Collegiate basketball continues to be one of the most-watched sports in the United States, particularly in the lead-up to March Madness. By placing Kobe’s signature shoes on the feet of some of the country’s most-watched and most-talented athletes, Nike ensures that the line remains not only visible but also aspirational to fans and young players alike. It’s also a nod to Kobe’s own path; although he never played in college, his game and mentality have long been admired and emulated by collegiate stars.
Each of the six programs will be outfitted with select models from the Kobe signature line, including both performance and lifestyle versions. Players are expected to wear everything from the classic Kobe 4 Protro to the recently released Kobe 8 Protro “Halo” colorway. Nike has confirmed that the shoes will be offered in custom colorways that match each school’s branding, ensuring that they stand out not only for their design but also for their on-court performance.
Beyond the gear itself, this initiative underscores Nike’s commitment to promoting the Mamba Mentality—a philosophy rooted in relentless work ethic, mental toughness, and competitive excellence. Coaches and players at the selected schools have already begun incorporating these themes into team culture. Several programs are planning to hold Mamba-themed practices and film sessions to help educate young athletes on Kobe’s legacy, both as a player and as a human being.
University of Connecticut head coach Dan Hurley called the partnership “a privilege and a responsibility,” noting that many of his players grew up idolizing Bryant. “Kobe’s influence is everywhere,” Hurley said. “His shoes are iconic, but it’s the mindset he taught that we try to instill every day. Having our guys wear his signature shoes is a way to honor that and keep his legacy alive.”
Similarly, Oregon head coach Dana Altman pointed out the deep ties between Nike and his program, and how this new layer reinforces the Ducks’ standing within the Nike family. “We’ve always had a close relationship with Nike, but this is special,” Altman remarked. “Kobe was a one-of-a-kind athlete, and our guys understand what it means to represent that spirit.”
USC and Duke, two schools with close connections to Los Angeles and the NBA, have also embraced the opportunity. At USC, the symbolism is particularly poignant; Bryant spent his entire 20-year career with the Los Angeles Lakers, and the university’s proximity to downtown LA means his presence is still felt across the city.
In addition to on-court visibility, the partnership may include community outreach programs and scholarship initiatives tied to the Mamba & Mambacita Sports Foundation. Nike and the Bryant family have expressed interest in using Kobe’s legacy to uplift underserved youth through sport—something that aligns with the educational and athletic missions of the selected universities.
Looking ahead, it’s possible that Nike may expand the program if this initial rollout proves successful. Other major basketball schools have already expressed interest in joining future iterations of the Kobe collegiate ambassador program. For now, however, the spotlight remains on these six institutions as they prepare to carry Kobe’s name into arenas across the country this season.
In a sport where shoes often carry as much symbolic weight as the jersey itself, the return of Kobe’s signature line to NCAA courts is more than just a footwear deal—it’s a moment of reverence, tribute, and continuity. With every crossover, dunk, and defensive stop, these six programs will channel the spirit of the Black Mamba, reminding fans and players alike that legends never truly leave us—they evolve, inspire, and continue to shape the game.
