adidas has launched a marketing campaign to promote Derrick Rose‘s new signature basketball shoe, the adiZero Rose 2. The campaign features a 60-second spot, ‘The Bull’ that celebrates the basketball star and his sporty skills on the unusual background of a bullfighting arena.
Photo: adidas
Created by 180LA, the spot, filmed in Madrid, features authentic Spanish bullfighters in traditional costumes. The music is by DJ/producer Araab Muzik.
«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 yesterday on YouTube after the adidas Basketball Facebook page challenged its fans to unlock it for an early premiere. The ad will start running on TV on 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 was designed expecially for Derrick Rose and features the Sprintweb technology to reduce weight and increase comfort, as well as the Sprintframe external heel counter for stability and motion control. Design details are inspired by his MVP season where he led his team to the top conference playoff seed and conference finals.
A ‘All Flights Cancelled’ phrase is printed on the tongue to represent how Rose’s 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.
The adiZero Rose 2 will appear in the USA stores 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 $110.
Earlier this month, adidas introduced a new collection for F/W11 season by Stella McCartney.
