Kobe Bryant is 100% NOT Playing In BIG3, Rep Says

Kobe Bryant playing in the BIG3 next year is "100% not happening" ... so says the woman who runs Kobe's company.

Rumors started swirling Tuesday when BIG3 co-founder Jeff Kwatinetz told reporters on a conference call that he heard from a "credible source" that "Kobe is going to be playing next year."

Of course, Ice Cube and several BIG3 players including Stephen Jackson and Allen Iverson have called for Kobe to join the league -- because it would be awesome -- but Bryant had always said he's retired from basketball.

In fact, when rumors swirled that Kobe was considering coming back to the Lakers for one last season with LeBron James, Vanessa Bryant was adamant he's DONE with hoop.

So, when Kwatinetz suggested Kobe was down for some 3-on-3, we reached out to Molly Carter -- the Chief Marketing Officer at Kobe Inc. -- who told us straight-up, "NOT True. 100% not happening."