2011 saw a big change for the Kobe line compared to the past three models. Eric Avar once again helped design the Nike Zoom Kobe 7, with two customizable midsole options dubbed “attack fast” and “attack strong”. The fast option matched the low-cut set-up on the aforementioned Kobe 4-6 with Zoom Air units in the heel and forefoot of the midsole. The strong option was more eye-catching, with a stretchable ankle sleeve being built on top of the Cushlon, more-durable midsole.
These choices sparked one of the most memorable ad campaigns in the Kobe line, feature the Black Mamba as an inspirational speaker talking up the Kobe 7 midsoles as a “different animal and the same beast.” The best part of these commercials were the Nike athletes and influencers that were listening to Bryant’s lecture, which included Aziz Ansari and Kanye West:
To play off this ad campaign, many of the Kobe 7 colorways featured powerful animals like the shark, wolf, poison dart frog, and the cheetah. Another popular colorway was from All-Star weekend, with a galaxy-print gracing the upper on Bryant’s 7th signature shoe.