PORTLAND, Ore. (September 28, 2011) – adidas today unveiled an all-new campaign to support 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 have to be fast if you want to 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, Spain, 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 and uses his speed, agility and strength to blow by and overpower opponents that represent his real on-court rivals. Directed by Stacy Wall and featuring music by DJ/producer Aarab Musik, the spot features authentic Spanish bullfighters in their traditional costumes.
“Derrick is one of the most iconic and explosive athletes in the world and we wanted to showcase his incredible moves and signature basketball shoes in a unique way that stands out to fans,” said Lawrence Norman, adidas Vice President of Global Basketball. “After his historic MVP season, we’re thrilled to show Derrick displaying the benefit of light and fast footwear and ‘The Bull’ delivers that in epic fashion and displays his athletic ability and competitive fire.”
“The Bull” debuted today on YouTube when the adidas Basketball Facebook page challenged members to unlock it for an early premiere. “The Bull” begins television rotation October 5 on ESPN and Cartoon Network programming, and during NFL broadcasts on CBS, NBC and ESPN. The campaign also includes extensive print, online and mobile activation, with fans invited to continue the social conversation through facebook.com/adidasbasketball.
The campaign supports the adiZero Rose 2 signature shoe, designed exclusively for Derrick Rose. Inspired by his MVP season where he led his team to the No. 1 conference playoff seed and finals, it features “All Flights Cancelled” on the tongue to represent how his play altered opposing teams’ future plans. 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.
To give Derrick optimum performance on the court, the adiZero Rose 2 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.
The adiZero Rose 2 will launch in home and away colorways on October 5 and roll out in five additional colors through December 22. The shoe will be exclusively sold at Foot Locker and Eastbay for MSRP $110.