Lakers Hire Natalia Bryant As Creative Director

The history, success, and cultural impact of the Los Angeles Lakers are unmatched by any other professional sports franchise. The Lakers are renowned for excellence and entertainment, having won 17 NBA championships and been represented by legends such as Magic Johnson, Kareem Abdul-Jabbar, Shaquille O’Neal, Kobe Bryant, and LeBron James. As the 2025–26 NBA season approaches, the organization is once again celebrating its legacy — this time through a new short film titled ‘Forever Iconic: Purple and Gold Always.’

Honoring Legacy Through a New Generation

In this short film, the Los Angeles Lakers are showcased as a global basketball powerhouse due to their combination of heritage, emotion, and connection. The Creative Director is Natalia Bryant, the daughter of Kobe Bryant, who brings a personal touch to this project. She is stepping into this role for the first time and is taking advantage of it to continue her father’s legacy within the Lakers family.

Natalia shared her hopes for the emotional impact of the film in a statement shared with PEOPLE:

“Everyone has their own connection to the Lakers. I hope those who already love this team watch this project and remember what that pride feels like. And if you’re not a Lakers fan yet, I hope you watch this, and it makes you want to be.”

From clips of his iconic buzzer-beaters to a lighthearted moment where Luka Doncic shouts ‘Kobe!’ while throwing something into a trash can, Kobe’s presence is evident throughout the film. The film honors generations of Lakers fans by blending archival footage with that of today’s supporters, who continue to wear the purple and gold with pride.

Hollywood Meets Hoops

The short film highlights the Lakers’ close relationship with Hollywood culture. Over the years, the franchise has become known for its celebrity glamour, with both courtside regulars and major stars who embody the team’s LA spirit. The film combines sports and entertainment in the city, featuring cameos from familiar figures such as fashion designer Jeff Hamilton, actress Brenda Song, and Dodgers superstar Shohei Ohtani.

LeBron James and Magic Johnson are both present in this film, which perfectly blends past, present, and future, reminding fans that being a Laker is not only about basketball but also about belonging to something larger than life. Whether the 2025–26 season will include an 18th championship banner remains uncertain. The Lakers can celebrate their history, fans, and the everlasting pride of wearing purple and gold through projects like Forever Iconic.