Sportswear giant Reebok International Ltd on Friday said it has ended talks with LA Lakers star Kobe Bryant over a possible multi-million dollar endorsement deal.

The Massachusetts-based company said in a statement the costs of a deal with the basketball ace, who ended a rumoured $5 million promotional deal with Adidas last year, could exceed its benefits.

Reebok said it will instead concentrate on "a new generation of future NBA stars" and its exclusive merchandising partnership with the NBA.

Chairman and CEO, Paul Fireman, added: "Kobe Bryant is a talented athlete. However, during these economically challenging and unpredictable times, Reebok must stay focused on our business objectives and strategic intent, regardless of the enormous temptation to stray and look beyond our original focus."