Adidas unveiled its marketing campaign to promote Derrick Rose's new signature basketball shoe, the adiZero Rose 2. “The Bull” is a 60-second spot that celebrates one of basketball's most exciting players and showcases his athleticism, fearlessness and basketball prowess.
“The adiZero Rose 2 is built for my speed so you better want to be fast if you wear this shoe,” said Rose, basketball's youngest ever MVP. “It's stable and light so it plays great on the court, but it's also really clean so you can rock it and look real nice off the court. I felt like a gladiator when I laced them up to film 'The Bull,' and I hope everybody likes how we show my new shoes to the world.”
Filmed in Madrid, the spot opens with Derrick released from a gate as “The Bull” to a frenzied crowd in a bullfighting arena. After sizing up matador and picadors, Derrick drives into the bullring in his signature shoes using his speed, agility and strength to blow by and overpower opponents that represent his real on-court rivals. Created by 180LA, directed by Stacy Wall and featuring music by DJ/producer Araab Muzik, the spot features authentic Spanish bullfighters in their traditional costumes.
“Derrick is one of the most iconic and explosive athletes from Chicago to Shanghai, and we wanted to showcase his signature shoe in a unique way that puts the basketball world on notice,” said Lawrence Norman, adidas Vice President of Global Basketball. “The adiZero Rose 2 is built specifically to enhance Derrick's game, tell his story and provide players with a shoe that gives them instant style and speed.”
“The Bull” debuted today on YouTube after the adidas Basketball Facebook page challenged its fans to unlock it for an early premiere. The commercial begins television rotation October 5 on ESPN and Cartoon Network programming, and during NFL broadcasts on CBS, NBC and ESPN. The campaign also includes print, online and mobile activation, with fans invited to continue the social conversation through facebook.com/adidasbasketball.
The adiZero Rose 2 signature shoe, designed exclusively for Derrick Rose, features SPRINTWEB to reduce weight and increase comfort, while the SPRINTFRAME external heel counter allows for stability and motion control. It features a gore ankle strap for increased lockdown that also adjusts to accommodate Derrick's adiZero Speedwrap ankle brace. The unique herringbone and volcanic traction pattern give optimum grip and pay homage to Derrick's explosive play.
Design details are inspired by his MVP season where he led his team to the top conference playoff seed and conference finals. The shoe features “All Flights Cancelled” on the tongue to represent how his play altered opposing teams' future plans, and the sockliner reveals a list of cities with professional basketball teams as destinations on an airport status board. All statuses read canceled except for one that is “Cleared for Flight,” Chicago.
The adiZero Rose 2 will launch in home and away colorways on October 6 and roll out in five additional colors through December 22. The shoe will be exclusively sold at Foot Locker and Eastbay for MSRP $110.
Adidas' basketball roster includs Derrick Rose, Dwight Howard, Candace Parker, Tim Duncan and Chauncey Billups. On April 11, 2006 adidas and the National Basketball Association signed an 11-year global merchandising partnership making the adidas brand the official uniform and apparel provider for the NBA, the Women's National Basketball Association (WNBA) and the NBA Development League (D-League) beginning with the 2006-07 NBA season.