The promotional videos showed three products featuring multiple elements relating to the basketball legend.
They included bottles designed in the shape of a torso wearing an iconic basketball jersey in the purple and gold colours of the Los Angeles Lakers.
Bryant’s numbers “8” and “24” were printed on the jersey, along with “1996-2016”, the years he played in the NBA league.
The company also included the phrase “Mamba mentality” in its slogans. Bryant nicknamed himself “The Black Mamba” in the mid-2000s, inspired by Quentin Tarantino’s hit film Kill Bill.
The videos also included a slightly adapted version of a collaborative logo Bryant worked on with the sports company Nike that has been considered one of the star’s iconic marks since 2003.
A member of staff at the company told Hongxing News that they plan to start selling the three products in May, two priced at 398 yuan (US$55) and one about 800 yuan.
During his legendary 20-year NBA career, Bryant achieved 18 All-Star designations, five NBA championships and four MVP awards.
He died aged 41, along with his 13-year-old daughter Gianna “Gigi”, in a helicopter crash near California in January 2020.
He is fondly remembered by his army of fans in China, and his official Weibo account still has about 10 million followers.
Many expressed disbelief over the company’s “barefaced” infringement of their beloved star’s rights.
“Did they acquire consent from Kobe’s family? If not, it is disrespectful to Kobe and his legacy,” one online observer wrote on Douyin.
“Such a disgraceful way to pay tribute to Kobe,” said another.
The company’s president, Yu Yongyang, told Shanghai Securities News that his firm consulted lawyers, and went through commercial and intellectual property registrations in accordance with Chinese laws and regulations.
However, according to corporate data provider Tianyancha, the company was registered last August, and the five graphic logos related to Kobe that they applied for, have not been approved.
Yu Jiamian, an associate professor from Xihua University’s School of Law and Sociology, said the company could be violating Bryant’s rights if they use his name and graphics commercially without his family’s consent.
Another lawyer, Ma Baigang, from Beijing Hongmeng Law Firm, said although the company is using Kobe’s Chinese translation, Kebi, in its products, it is still a violation.
A member of staff at the Guizhou Market Regulation Administration said the company is under investigation for causing “possible harm to Kobe’s reputation”.
