E-commerce company Alibaba and Kobe Bryant's company Kobe Inc. have struck a deal to release the Showtime documentary "Kobe Bryant's Muse" exclusively in China through Tmall Magic Box.
There are also plans for Alibaba's online movie unit, Alibaba Pictures, to work with Kobe Inc. to create a series of Kobe-branded products to be distributed via Alibaba Group's retail platforms, like Taobao Marketplace and Tmall.com, which combined are accessed by over 350 million active buyers throughout the country.
Bryant, who is both the executive producer and subject of the documentary, said that it shows him opening up about the "dark days" of his sexual assault case, as well as lessons he learned from Michael Jackson.
"I believe there is power in understanding the journey of others to help create your own," said Bryant.
"This narrative is an intimate look at who I am as a person, not what I am. My dream is that others are inspired by my personal story and create epic life stories of their own."
The documentary, produced by Gotham Chopra, will be available for viewing at Tmall Magic Box for 8 yuan ($1.29).
In order to promote the documentary, Kobe Inc. will collaborate with Alibaba and Sina to make a new social media platform that allows China's young people to connect directly with Bryant and his philosophies.
In China, where basketball is one of the most popular sports, Bryant is a major figure, especially among the 300 million people playing regularly.
Jack Ma, founder and executive chairman of Alibaba Group, said that Bryant is an "innovative entrepreneur who has established a legacy that extends far beyond the basketball court and is someone who can bring positive impact to the players and fans of basketball in China."
Ma said in a statement that "as the champion of entrepreneurs, Alibaba is proud to welcome Kobe into our ecosystem to work together on this meaningful project which we hope can have a positive impact on the youth in China."
Andrea Fairchild, president of Kobe Inc., said that the partnership would help the company reach the Chinese youth who are looking for inspiration to reach their full potential.
"They offer an opportunity for Kobe Inc. to bring content, products and services to a diverse crowd with various cultural backgrounds," said Fairchild.
Bryant established Kobe Inc. in 2014, when an injury kept him off the court and gave him time to contemplate what his life will be like after he retires as a professional athlete. Bryant said that, through the corporation, he wants to "own and help grow brands and ideas that challenge and redefine the sports industry while inspiring."