Kobe Bryant started his career with the LA Lakers as a tremendous athlete with a valuable brand. His stock rose like an elevator, as Madison Avenue loved him as much as Laker fans. Then life took a strange twist. First, there was the nasty departure of Shaquille O'neal, which instantly reduced Kobe and the Lakers to "also-rans" in the NBA playoffs. A man who was used to winning championships was reduced to simply playing for pay.
Off the court, things got even worse. In 2003, Kobe was accused of a horrifically embarrassing sexual assault, a case that was later dropped. But even though the charges were dropped, the case still had a lasting impact on Bryant's reputation: Sponsors ran the other way and everyone wondered if Kobe might turn into another "coulda, woulda, shoulda" black athlete.
But he persisted. The Lakers got a little bit better every year, with that improvement culminating in what some believe to be Kobe's first "real championship" this year; a title without the boost of a dominant big man. For the first time, the Lakers are champions under Kobe's watch. He has proven that he is more than a replica of Anfernee Hardaway.
More impressively is the fact that Bryant has rebuilt his tarnished brand. In spite of the fact that he admitted to adultery, and even beyond the shocking details of his encounter with the woman in Colorado, Bryant maintained his position as a family man and hard working athletic warrior. This consistency kept his spotlight from getting any dimmer than it had already become, and allowed him to use his athletic focus to overcome his personal challenges.
Kobe Bryant Pics
Kobe Bryant of the Los Angeles Lakers celebrates victory following Game 5 of the NBA Finals against the Orlando Magic at Amway Arena on June 14, 2009 in Orlando, Florida. Bryant had 30 points and six assists as Los Angeles went on a 16-0 second-quarter run to defeat the Orlando Magic 99-86 for their 15th National Basketball Association title. AFP PHOTO / Stan Honda (Photo credit should read STAN HONDA/AFP/Getty Images)
AFP/Getty Images
Kobe Bryant (R) of the Los Angeles Lakers celebrates victory with teammate Derek Fisher (C) in the closing moments of NBA Finals Game 5 against the Orlando Magic at Amway Arena on June 14, 2009 in Orlando, Florida. The Lakers won the National Basketball Association championships defeating Orlando 99-86 for their 15th title and first since 2002. Series MVP Bryant had 30 points, eight rebounds and six assists as the Lakers completed a four-games-to-one victory in the best-of-seven NBA Finals. AFP PHOTO / Stan Honda (Photo credit should read STAN HONDA/AFP/Getty Images)
AFP/Getty Images
Kobe Bryant of the Los Angeles Lakers celebrates victory following Game 5 of the NBA Finals against the Orlando Magic at Amway Arena on June 14, 2009 in Orlando, Florida. The Lakers won the National Basketball Association championships defeating Orlando 99-86 for their 15th title and first since 2002. Series MVP Bryant had 30 points, eight rebounds and six assists as the Lakers completed a four-games-to-one victory in the best-of-seven NBA Finals. AFP PHOTO / Stan Honda (Photo credit should read STAN HONDA/AFP/Getty Images)
AFP/Getty Images
Kobe Bryant of the Los Angeles Lakers smiles on court in the closing moments of Game 5 in the NBA Finals against the Orlando Magic at Amway Arena on June 14, 2009 in Orlando, Florida. The Lakers won the National Basketball Association championships defeating Orlando 99-86 for their 15th title and first since 2002. Series MVP Bryant had 30 points, eight rebounds and six assists as the Lakers completed a four-games-to-one victory in the best-of-seven NBA Finals. AFP PHOTO / Stan Honda (Photo credit should read STAN HONDA/AFP/Getty Images)
AFP/Getty Images
Kobe Bryant of the Los Angeles Lakers celebrates victory in the closing moments of Game 5 of the NBA Finals against the Orlando Magic at Amway Arena on June 14, 2009 in Orlando, Florida. The Lakers won the National Basketball Association championships defeating Orlando 99-86 for their 15th title and first since 2002. Series MVP Bryant had 30 points, eight rebounds and six assists as the Lakers completed a four-games-to-one victory in the best-of-seven NBA Finals. AFP PHOTO / Stan Honda (Photo credit should read STAN HONDA/AFP/Getty Images)
AFP/Getty Images
Kobe Bryant of the Los Angeles Lakers celebrates victory in the closing moments of Game 5 of the NBA Finals against the Orlando Magic at Amway Arena on June 14, 2009 in Orlando, Florida. The Lakers won the National Basketball Association championships defeating Orlando 99-86 for their 15th title and first since 2002. Series MVP Bryant had 30 points, eight rebounds and six assists as the Lakers completed a four-games-to-one victory in the best-of-seven NBA Finals. AFP PHOTO / Stan Honda (Photo credit should read STAN HONDA/AFP/Getty Images)
AFP/Getty Images
Kobe Bryant (C) of the Los Angeles Lakers celebrates victory with teammate Pau Gasol (top R) following Game 5 of the NBA Finals against the Orlando Magic at Amway Arena on June 14, 2009 in Orlando, Florida. The Lakers won the National Basketball Association championships defeating Orlando 99-86 for their 15th title and first since 2002. Series MVP Bryant had 30 points, eight rebounds and six assists as the Lakers completed a four-games-to-one victory in the best-of-seven NBA Finals. AFP PHOTO / Stan Honda (Photo credit should read STAN HONDA/AFP/Getty Images)
AFP/Getty Images
Kobe Bryant of the Los Angeles Lakers celebrates victory in the closing moments of Game 5 of the NBA Finals against the Orlando Magic at Amway Arena on June 14, 2009 in Orlando, Florida. The Lakers won the National Basketball Association championships defeating Orlando 99-86 for their 15th title and first since 2002. Series MVP Bryant had 30 points, eight rebounds and six assists as the Lakers completed a four-games-to-one victory in the best-of-seven NBA Finals. AFP PHOTO / Stan Honda (Photo credit should read STAN HONDA/AFP/Getty Images)
AFP/Getty Images
Kobe Bryant (L) of the Los Angeles Lakers celebrates victory NBA legend Bill Russell (R) following Game 5 of the NBA Finals against the Orlando Magic at Amway Arena on June 14, 2009 in Orlando, Florida. The Lakers won the National Basketball Association championships defeating Orlando 99-86 for their 15th title and first since 2002. Series MVP Bryant had 30 points, eight rebounds and six assists as the Lakers completed a four-games-to-one victory in the best-of-seven NBA Finals. AFP PHOTO / Stan Honda (Photo credit should read STAN HONDA/AFP/Getty Images)
AFP/Getty Images
Kobe Bryant (L) of the Los Angeles Lakers celebrates victory with NBA legend Bill Russell (R) following Game 5 of the NBA Finals against the Orlando Magic at Amway Arena on June 14, 2009 in Orlando, Florida. The Lakers won the National Basketball Association championships defeating Orlando 99-86 for their 15th title and first since 2002. Series MVP Bryant had 30 points, eight rebounds and six assists as the Lakers completed a four-games-to-one victory in the best-of-seven NBA Finals. AFP PHOTO / Stan Honda (Photo credit should read STAN HONDA/AFP/Getty Images)
AFP/Getty Images
Now Kobe has risen back to the top of the entertainment empire, ranking number 10 on the Forbes list of Highest Paid Celebrities. For right or wrong, Kobe Bryant is a household name again, and no longer the man that people once wanted to keep away from their daughters.
Today, I talked about the Bryant brand and the brand of the black male athlete with Dr. Fritz Polite of The University of Tennessee. Dr. Polite is the Director of The Institute for Leadership, Ethics and Diversity in Sport and one of the world's leading experts on brand building and the state of the black athlete in America. Click here to listen to the conversation!
Dr. Boyce Watkins is a Finance Professor at Syracuse University and author of the forthcoming book, "Black American Money." For more information, please visit www.BoyceWatkins.com. To have Dr. Boyce commentary delivered directly to your email, please click here.
Comments: (21)
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By: mary on 6/16/2009 9:17PM
I CANNOT STAND KOBE .SUCH AN A- -.THINKS HE IS THE GREATEST.BULL CRAP
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By: carol on 6/24/2009 2:24PM
Mary quit being a hater.
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By: howard t Silvia on 6/16/2009 10:14PM
Kobe is a basketball player and that is the end of it. He is man who has immature dicision making ability. His moral judgement is the bottom of the barrel stuff. He cheated big time on his wife after that I think the words right and wrong are not in his vocabulary. Real men are the guys who may have indegressions, but, don't destroy those around them doing it.
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By: Kobe fan 1 on 6/16/2009 10:50PM
Both the above comments are ridiculous. Great men, especially YOUNG men with unlimited money, power and position in society often think they live above the law. I don't think there are any athletes, politicians, actors or high-profile business men that have not fallen victim to similar lapses in judgement. Unfortunately for Kobe he had a world full of haters witness his fall from grace. But it was partially due to that fall that he became a man to admire. That's part of becoming a man - making mistakes, owning up to them and then making them right. He doesn't need to make it right by YOU, he only needs to make it right by his wife, his family and his God. I think Kobe is a fantastic example of getting back up when you fall down - morally or otherwise. Both of you holier-than-thou types could take a lesson from him. Let he who is without sin...
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By: Kathleen on 6/16/2009 11:52PM
Kobe is one of this generation's most talented athletes. However, he is also spoiled, amoral, and arrogant. if you want to take a look at a black athlete - 2 actually - take a good look at Lamar Odom and Derek Fisher. These 2 are also talented athletes and are also moral, ethical family men. And the Lakers couldn't have won the championship without them.
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By: MsKrisChris on 6/17/2009 12:23AM
I love Kobe! (King of Beauty and Excellence) :) He may have what others consider a bad boy attitude and come off brash but the man is great at what he does. I give credit to the entire Laker team for stepping up and getting the job done. I am die hard Lakers fan...always have been...always will be... But I gotta give props where they are do... Love or Hate him, he's a great fundamentally sound basketball star who makes the impossible...possible on the court!
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By: Elise on 6/17/2009 12:30AM
Personally I think Kobe has come a long way from his young immature arrogant days. It is clear that he has learned from his mistakes both professionally and personally. We all make mistakes the only difference is that his are in front of the world. Also I'm a little tired of everyone having something negative to say about him cheating because it's none of our business. He sure isn't the first cheating husband Howard.
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By: Lisa J on 6/17/2009 1:57AM
I have been a Lakers fan all my life. I didn't used to like Kobe, but I love him now...I think he is an excellent example of an evolving person. What would have anyone been like with gifts like his in their teens? He used to impress me as arrogant, ignorant and a poor example of a man. To me, he has overcome so much and become a leader in all aspects....I am so happy for him. I am glad that he and his wife worked out their marital problems.
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By: Gary Timlin on 6/17/2009 2:45AM
Kobe may be a great basketball player but he has no class. If he endorsed a product I would run the other way. He is a spoiled man child that needs to grow up. I wish his face would get stuck in the new growl he has developed. Now that would be justice.
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By: Paul Corbo on 6/17/2009 4:21AM
Simply a rapist who got away with it because he was a black athlete is all.
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