Kobe Bryant Stars in Panini America's First 2014 FIFA World Cup Sticker Viral Video

April 24, 2014

For one postcard-perfect day in late March, Panini America officials took control of the StubHub Center in Carson, Calif., intent on telling the poignant story of the company’s globally embraced FIFA World Cup Sticker Collection. With the help of two of professional sports’ biggest superstars and Panini Authentic-exclusive athletes Kobe Bryant and Andrew Luck, Panini America set out to create three dramatic video spots that poignantly communicate the worldwide and generations-spanning appeal of the FIFA World Cup — and the FIFA World Cup Sticker Collection.
As kids growing up in Europe, both Bryant and Luck were soccer fans and soccer players long before they achieved icon status in the worlds of the NBA and NFL, respectively. As a result, they were firsthand witnesses to the joys of collecting Panini World Cup Stickers. It’s that mutual shared experience — soccer kids, World Cup fans, Panini sticker collectors — that serves as the emotional center of all three #WhoDoYouCollect Panini America World Cup spots.

“Every four years, people from all over the globe look forward to the FIFA World Cup Tournament and since 1970, Panini has been fortunate to be a part of it with the FIFA World Cup Sticker Collection,” said Mark Warsop, Panini America CEO. “The FIFA World Cup Sticker Collection from Panini is one of those very special collections, because its more than just a collectible – for futbol fans, it’s a collection they collected as kids that is now shared with their kids and grandkids. It’s a tradition and something that fans look forward to every four years with anticipation.”
The first video, embedded above, takes Kobe back to his days growing up in Italy learning the game of futbol and how those skills translate to his success on the basketball court.
“The first sticker collection Panini launched upon entering the U.S. market was the 2010 FIFA World Cup South Africa Sticker Collection and we have been looking forward to the 2014 FIFA World Cup Brazil Sticker Collection since then,” said Jason Howarth, Vice President of Marketing. “We’ve long recognized the affinity for the game that both Kobe and Andrew have, their experience growing up overseas and their understanding of what the FIFA World Cup Sticker Collection means to so many people. Bringing those two together just made so much sense. “The ‘Who Do You Root For?  Who Do You Collect’ mantra is the heartbeat of what we do at Panini and these spots show that in such a compelling way.”
Stay tuned to The Knight’s Lance and Panini America’s YouTube channel in the coming weeks for premieres of the other two videos in the series.