In Brief

The "Kobe System" is the faux sports philosophy endorsed by Kanye West and Richard Branson in new campaign.

Nike Basketball is promoting Kobe Bryant’s new signature sneaker, the Nike Zoom Kobe VII, by transforming its customizable “system” concept into a winning formula for success. A number of celebrities appear in ads for the sneaker, pledging their allegiance to a spoof philosophy called the “Kobe System”.

The Nike Zoom Kobe VII allows the wearer to switch out the ankle support and midfoot cushioning, with interchangeable “Attack Fast” and “Attack Strong” insert options to match their style of sport.

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