PHOTOS: Kobe draws massive crowd in China on Nike summer tour

You'd be hard-pressed to find a professional athlete more beloved in China than Los Angeles Lakers megastar Kobe Bryant, aka "The Black Mamba."

The 17-time NBA All-Star, back in Asia for his 10th Nike summer tour, was greeted by a mob of fans waiting to catch a glimpse of the basketball icon outside a Nike store in Guangzhou.

This is the second year of the RISE initiative, which, according to Nike's official release, is all about "helping young basketball players reach their full potential both on and off the court."

Bryant also attended a promotional event at the House of Mamba, the world's first LED-responsive basketball court.

The 36-year-old will be attaching his name to a new social media platform in China which will seemingly connect the country's youth to Bryant. The project is a joint operation between Kobe Inc., Alibaba Group, and Sina.

“I believe there is power in understanding the journey of others to help create your own,” Bryant said in a statement, according to Variety.com.

“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.”

Anthony Davis of the New Orleans Pelicans and Paul George of the Indiana Pacers made their way through Greater China and Southeast Asia back in July. LeBron James of the Cleveland Cavaliers will make an appearance after Bryant.