On Instagram, we released a special art work of Kobe, but with the name on the jersey blank. We then invited people to hijack the Instagram tagging feature to put their name on his back. People shared with a story of “when they were Kobe”. 24 were chosen to meet Kobe himself.

We dropped the image on Nike.Com and Instagram. Kids downloaded it, then shared it, putting their name on it, together with a story of 'when they were Kobe.' The top 24 stories as chosen by Nike met the man himself in a training camp.

Kobe wore more than 10,000 names on his back in just 4 hours.

24 were chosen to meet Kobe himself.