ATHLETIC apparel and footwear brand adidas and the Chicago Bulls’ Derrick Rose have debuted, “Basketball is Everything,” a new campaign that captures the essence of the NBA superstar’s love and dedication to the game.
The television commercial began airing October 1 in conjunction with the worldwide launch of the D Rose 4 signature basketball shoe on October 10 (view here).
“adidas exists because of sport, and the sport of basketball is everything to Derrick Rose,” said Ryan Morlan, adidas Global Basketball Communications Director.
“If you took away all of the fame and notoriety of his life, he would still be left with what matters the most to him – the game. Derrick’s love and dedication to basketball drove our concept to deliver an authentic and honest portrait of him for fans across the world.”
The televised ad begins with Rose training for the upcoming season then cuts to various scenes that captures his life away from the game - outside of his home, at his birthday party with family and friends including hip-hop artists Common, 2 Chainz and Dom Kennedy, at a music video shoot with rapper Big Sean and at a famous high-end jewelry store with his brother.
The commercial comes full circle by showing the NBA’s youngest MVP training alone in the gym, emphasizing that even if all of the aspects of Rose's life that he feels so blessed to have is taken away from him, he would still have the one thing that matters to him the most - basketball.
In addition to the television campaign, the D Rose 4 is supported with a fully integrated marketing campaign including retail, digital and public relations.
The campaign follows the conclusion of the D Rose Tour, which spanned 10 countries and 13 cities across Europe and Asia, including the Philippines, and gave fans unprecedented access to the Chicago Bulls star with unique activations.
The tour culminated with an exclusive event, “all in for Chicago,” on September 22 where 5,000 children from local youth groups and community organizations had a once-in-a-lifetime experience at the United Center with Rose and rapper Big Sean.
Apart from Rose, adidas Basketball is also the brand of choice for the current generation of hoops stars such as Dwight Howard, Tim Duncan, Candace Parker, Damian Lillard and Jrue Holiday.
Beginning with the 2006-07 season, adidas and the NBA signed an 11-year global merchandising partnership making adidas the official uniform and apparel provider for the NBA, the WNBA and the NBA Development League (D-League).
For more information, visit www.facebook.com/adidasPH or follow the conversation on Twitter and Instagram with #DRose4
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