D. Rose like you’ve never seen before unveils the new adiZero Rose 2. This sneaker was exclusively designed for the MVP.
Get more Rose @ www.Facebook.com/adidasbasketball and for more info on the campaign read after the jump…
ADIDAS BASKETBALL UNLEASHES THE BULL
MVP Derrick Roseâ€™s adiZero Rose 2 Signature Basketball Shoe Featured in New adidas Global Campaign
PORTLAND, Ore. (September 29, 2011) â€“ adidas today unveiled its marketing campaign to promote Derrick Roseâ€™s new signature basketball shoe, the adiZero Rose 2. â€œThe Bullâ€ is a 60-second spot that celebrates one of basketballâ€™s most exciting players and showcases his athleticism, fearlessness and basketball prowess.
â€œThe adiZero Rose 2 is built for my speed so you better want to be fast if you wear this shoe,â€ said Rose, basketballâ€™s youngest ever MVP. â€œItâ€™s stable and light so it plays great on the court, but itâ€™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 â€˜The Bull,â€™ and I hope everybody likes how we show my new shoes to the world.â€
Filmed in Madrid, the spot opens with Derrick released from a gate as â€œThe Bullâ€ to a frenzied crowd in a bullfighting arena. After sizing up the 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 AraabMuzik, the spot features authentic Spanish bullfighters in their traditional costumes.
â€œDerrick 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,â€ said Lawrence Norman, adidas Vice President of Global Basketball. â€œThe adiZero Rose 2 is built specifically to enhance Derrickâ€™s game, tell his story and provide players with a shoe that gives them instant style and speed.â€
â€œThe Bullâ€ 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 Derrickâ€™s adiZero Speedwrap ankle brace. The unique herringbone and volcanic traction pattern give optimum grip and pay homage to Derrickâ€™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 â€œAll Flights Cancelledâ€ on the tongue to represent how his play altered opposing teamsâ€™ future plans, and the sock liner 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 â€œCleared for Flight,â€ Chicago.
The adiZero Rose 2 will launch in home and away colorways on October 6 and rollout in five additional colors through December 22. The shoe will be exclusively sold at Foot Locker and Eastbay for MSRP $110.