Ele.me set to get NBA legend Bryant's backing to boost image

The online food ordering and delivery offshoot of Alibaba Group Holding Ltd is likely to get an endorsement from retired NBA star Kobe Bryant as it tries to shed its image as a platform for questionable food vendors.

A mock-up advertisement of Bryant posing for the online-to-offline food application Ele.me has gone viral on China's social network. There is only one line of text in the advertisement - "You Hungry?" - a direct translation of Ele.me in English.

Shanghai-based Ele.me declined to comment when reached by China Daily on Tuesday. Kobe Inc, the company launched by Bryant in 2013 as his post-NBA business, was unavailable for comment on Tuesday.