Mercurial: When a Football Boot Inspires other Categories

Hi everyone,Mercurial Kobe 5
Nike’s iconic Mercurial inspired Kobe Bryant new Basketball shoe. In other words, how a football boot can be an marketing inspiration for other sports categories.

Recently, Nike paid tribute to the Mercurial Ronaldo wore during the 1998 World Cup. Now Nike pays tribute to Kobe’s love of both sports with the KOBE 8 MAMBACURIAL, a basketball shoe inspired by the unique design of the Nike Mercurial Vapor IX football boot.

The KOBE 8 MAMBACURIAL fuses key design attributes of basketball and football shoe uppers and includes a number of details borrowed from the Nike Mercurial Vapor IX.

The striking Fireberry colorway is taken straight from the soccer boot and applied to the Nike Engineered Mesh upper of the latest Kobe Bryant signature shoe. Oversized white “NIKE” script appears on the medial side of each shoe, and an electric-lime Swoosh shifts from the side to just over the toe.

“Mambacurial” is notated on the backside of the tongue, and the upper rests atop a grass graphic and translucent green rubber outsole.

Mercurial Kobe Mercurial Kobe 4

“Football boot design has influenced my shoe in the past but the KOBE 8 MAMBACURIAL brings it full circle,” Bryant says. “It’s great to see powerful design come together across sports.” [Source: Nike.com]

Kobe hit the nail on the head. Because of its uniqueness, the Mercurial design is powerful enough to copy-paste it to other sports categories. Why not capitalizing on a product that works rather than creating a new one? I believe this is the logic behind it.
Mercurial Kobe 3 Mercurial Kobe 2The Swoosh had already crossed categories by utilising Iniesta to promote Futsal sport and products. So to Basketball marketers out there, what do you guys think? Karl Lusbec

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