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Darren Rovell brings you his unique take on the business of sports: a multi-billion dollar global industry and obsession full of personalities and products. On Sports Biz, Darren will give you his up-to-date take on everything from salaries to endorsement deals to marketing and promotions, trades and tirades – in short, everything that makes sports so exciting.

Bryant, Nike Turn Heads Again, Hopefully Not Ankles

Published: Wednesday, 9 Dec 2009 | 11:14 AM ET

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By: Darren Rovell
CNBC Sports Business Reporter

Kobe Bryant is once again a marketing star. Look no further than the next edition of his latest Nike [NKE Loading... () ] shoe called the Zoom Kobe V, which launches in China on Jan. 1 and in the United States on Jan. 16.

Playing off last year’s so-called daring move to shift to a low-cut shoe, the Los Angeles Lakers guard is taking out more “ankle insurance” this year with a shoe that’s lower and lighter.

Source: Nike
We went one-on-one with Bryant to talk about the Zoom Kobe V.

Darren: We know you love soccer and you really want to be wearing something as low as a soccer cleat, but there were some critics who said last year that there’s a reason why a basketball shoe has been constructed like it has in the past. Why are you guys pushing the envelope more?

Bryant: What we try to do is challenge each other to make a shoe that’s better than the next. Some people might see it as more risk. To us, it’s just doing what we do. We sat down and asked how can we build something that will help me perform better?

Darren: Nike has to love this because basketball shoes are now seen as kind of clunky to wear with jeans. These low tops are performance shoes but they are also more in line with the fashion these days.

Source: Nike
Nike's Zoom Kobe V
Bryant: It’s just one of those things that worked out. You go back to the Air Force 1’s. That was a performance shoe, but it also became a lifestyle shoe. The same holds true for the Zoom Kobe IV’s and V’s.

Darren: The Kobe and LeBron puppets are back for another year. We checked them out. LeBron’s puppet looks the same, but I have to say, your puppet looks different. Looks like they changed some of the facial hair. The hair line is pulled back a bit.

Bryant: Ha! I think they're just making sure he looks like he's 31. I think the whole puppet thing is great.

Darren: Last year, you did a YouTube "Ankle Insurance" campaign. Besides the puppets, what crazy viral stuff will we see you do for this shoe.