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Kobe Bryant understood the backlash against his controversial Nike ad with LeBron James: "It's definitely inappropriate"


Kobe Bryant understood the backlash against his controversial Nike ad with LeBron James: "It's definitely inappropriate" originally appeared on Basketball Network.

LeBron James and the late Kobe Bryant built fortunes not only through their on-court dominance but also through off-court business ventures. Despite their business skills, they sometimes faced criticism.

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For example, in early 2010, a controversial Nike ad featuring both stars was released at what seemed like the worst possible time.

Nike's "Prepare For Combat" campaign

References to guns and combat aren't new in basketball, shown in terms like "sharpshooter," "sniper" and "long-range threat." Building on this imagery, Nike launched a 2010 ad campaign starring its two flagships, James and Bryant.

The campaign ran in outlets like Sports Illustrated and ESPN The Magazine, featuring the shirtless NBA legends on separate pages. Alongside the slogan "Prepare For Combat," each shared a quote emphasizing their toughness.

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LeBron's quote was, "Opposing teams don't realize I was a football player first. I can take those hits and give a few back, too."

Kobe's line, however, sparked more controversy: "I'll do whatever it takes to win games. I don't leave anything in the chamber."

Related: "I don't think I should defend myself anymore, I'm done with that in my life" - Allen Iverson on why he's had enough trying to defend his public image

Bad timing

Criticism came fast and fierce, fueled by recent NBA events.

Just weeks earlier, Washington Wizards teammates Gilbert Arenas and Javaris Crittenton had shocked the league by bringing guns into their locker room.

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Of course, then-NBA Commissioner David Stern was outraged, and his frustration only grew when stars James and Bryant appeared in that Nike ad packed with gun-related language.

"We had no prior notice of this ad," league spokesman Tim Frank said at that time. "We think it is inappropriate."

The word "chamber" in Kobe's line refers to the part of a gun that holds the bullet, but LeBron quickly rejected any connecti on to that meaning.

"That's a basketball term," insisted the now Los Angeles Laker. "To try to highlight Kobe and say that he was referencing guns is totally ridiculous."

Nike echoed that defense, stating the ad was "intended to illustrate his all-out play and commitment on the basketball court. It is a commonly used reference for shooting the basketball and no offense was intended."

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Bryant also addressed the controversy, acknowledging the timing was unfortunate.

"That ad was done months ago, prior to anything that came out," he said, referencing the Arenas/Critt enton scandal. "Obviously, we're very sensitive toward that, considering the current time and everything that happened since then. It's definitely inappropriate. I advised my business partners of that."

The backlash wasn't limited to the NBA. Paul Helmke, president of the Brady Campaign to Prevent Gun Violence, slammed the campaign.

"Just a few days ago, the National Basketball Association suspended two players for the season for irresponsible behavior with firearms," he stated. "Now, Kobe Bryant and Nike demonstrate an irresponsible, sophomoric attitude about guns… I hope the league will let them know that this advertisement is both off-message and badly timed. We need to drop the gun glorification in pro basketball, and that especially applies to million-dollar ad campaigns."

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In the end, as the Black Mamba had noted, it was simply a case of bad timing. The ad's message was overshadowed by the Wizards' locker room scandal, amplifying public outrage. Still, as the saying goes, even bad publicity can fuel conversation — and this campaign certainly did that.

Related: Kobe Bryant believed LeBron James could not win in a 2010 Slam Dunk Contest: "He would come in a close second"

This story was originally reported by Basketball Network on Jun 22, 2025, where it first appeared.

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