5 Reasons why FC Barcelona’s Kobe Bryant tribute shirt bodes well for NBA’s European expansion

The late Kobe Bryant left a lasting legacy after his death in January 2020. Spanish soccer giants FC Barcelona are honoring the LA Lakers legend with a special jersey tribute.

For the 2025–26 season, FC Barcelona released a new away kit in collaboration with Nike and the Kobe Bryant brand this week. This will mark the first time the Kobe Sheath logo replaces the iconic Nike Swoosh on a professional football jersey.

“This collaboration – which will last three seasons, until 2027/28 – aside from celebrating the spirit of personal betterment and commitment that always characterised Kobe, also aims to remember the basketball star’s love for football, in particular, the style and philosophy of FC Barcelona,” the Spanish giants wrote.

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This special tribute stems from Bryant’s long-standing admiration for the club. He frequently associated with Barça players and staff, visited the club and admired their possession-based, high-pressure style of play.

How does this help the league’s future expansion into the European market?

Five reasons why FC Barcelona’s Kobe Bryant tribute jersey bodes well for the NBA’s European expansion

#1. Basketball and football fandom unite

Kobe Bryant remains one of the most popular figures in sports history. Combining his legacy, popularity and brand with one of the most followed sports clubs in the world, with millions of fans across Europe, Africa and Asia, opens doors for the league to attract new fans who previously had no connection to basketball.

The league has tried hard to shake off the stigma of not being a global sport. If this partnership goes as planned, expect a new set of fans who will help grow the league’s global audience.

#2. Kobe Bryant’s global appeal reinforced

Kobe Bryant already had a massive European influence thanks to his time growing up in Italy. This tribute revives his “global icon” status, giving the NBA a relatable and emotionally resonant figure to connect with European fans.

Reports claim many fans of the Spanish giants are of the younger generation. Capturing that demographic will ensure that a newer generation, outside the league’s market, is ready to kickstart a new following, that will one day rival soccer’s appeal outside America.

#3. Nike’s cross-sport marketing power highlighted

Nike took a big decision, or maybe a risk, to replace its iconic Swoosh with the Kobe Sheath on a Barça kit. While the decision appears unprecedented and deliberate, Nike wants to kickstart a revolution where basketball culture can seamlessly https://www.sportskeeda.com/basketball/embed itself into soccer spaces.

The success of this jersey could push Nike to extend similar crossovers with NBA teams and European sports brands. This will build organic interest in the NBA’s European ambitions.

#4. Merchandising and lifestyle adoption

The Kobe × Barça kit is more than just the shirt. It also involves shoes, tracksuits, slides and basketball gear.

Its success could normalize the league’s lifestyle fashion in Europe. This will be a key entry point for the league’s branding strategy and if the Europeans begin wearing NBA gear out of cultural cachet, like they do with PSG x Jordan.

#5. Strengthen the case for NBA preseason and regular games in Europe

The league hosts games, preseason and regular season games, in Europe. However, it’s yet to gain the same attention as its already established “big brother,” soccer.

This collaboration will show that European fans aren’t just receptive to NBA culture. High-profile crossovers like this will boost visibility and fan engagement, reinforcing the business case for the NBA to bring more games to cities like Barcelona, Paris, or London.

If all goes according to plan, the league as well as the legacy of Kobe Bryant will enjoy unprecedented global dominance and relevance for years to come.

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About the author

Ubong Richard

Ubong Richard Archibong is an NBA and WNBA journalist at Sportskeeda with over a year's experience in the field with FirstSportz.

Ubong is an LA Lakers fan, and he grew up watching Kobe Bryant taking on everyone with his Mamba mentality. Ubong's love for the Lakers hit another level when his favorite player, LeBron James, joined LA from the Cavs. Other than LeBron, Ubong likes Anthony Edwards, Kobe Bryant, Allen Iverson and Phil Jackson.

Beyond the court, Ubong is a traveler at heart and a Chelsea fan, always ready for the thrill and tension they bring. When not working, Ubong likes traveling and volunteering.

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