DARREN ROVELL: The last time you probably saw Kobe Bryant, he was hoisting the Larry O'Brien trophy for the fourth time. Of course, he was named the finals MVP. You're here to talk about a new venture with Panini, a trading card company based in Italy, but they have the exclusive rights to NBA trading cards starting this season.
Tell me why you got into this.
KOBE BRYANT: It's just a great relationship. We share the same vision and passion for trading cards. As a kid, you know, you collected so many different cards and so forth. They have so much energy and passion they're kind of pumping that new energy into the business. We share that same goal.
DARREN: How do you get that in there because when we were kids, the business was much bigger than it is today. Two, three times as big. How do you energize it? Some people say it starts with an exclusive partner like the NBA has done. We're just giving the rights to one happen. How do you energize the market?
BRYANT: From a business perspective that's the start. You have to create that emotional connection with the youth because there are so many options out there for kids nowadays. You have to create that connection with them, that experience, they want to be a part of something. I think that's how you do it.