UMPG licensed to Nike the song "I’ve Been Loving You Too Long," a deep cut in the catalogue of Otis Redding for their Kobe Bryant campaign. The spot is now historic, bringing a bittersweet national moment to a poignant end and driving attention and heightened awareness to the classic catalogue of Otis Redding. The commercial was covered by news outlets around the world, and went viral as an internet sensation with over 7 million views in the U.S. alone.

“The song is a deep cut in the Otis Redding catalogue that connects people to the feeling of loving and letting go, and conveys the idea beautifully for the spot,” said Suzanne Moss, UMPG VP of Creative Licensing. “We are constantly mining our song catalogs to help create amazing opportunities that generate new interest to hidden gems."