Adidas: D. Rose Jump Store
Adidas wanted to launch the D Rose signature shoes, targeting urban youth. The brand needed a unique, engaging way to connect with this audience, inspiring them through Derrick Rose's story of overcoming adversity. The challenge was to create an authentic experience that would turn local kids into brand advocates and generate significant buzz, proving their commitment and talent.
Creative Idea
Adidas opened a store where kids earned free shoes by jumping ten feet.
Adidas created a pop-up store in Hackney where kids could earn free D Rose signature shoes by jumping 10 feet high, challenging urban youth to prove their talent and commitment through a physical challenge. The campaign transformed a rundown community center into an opportunity platform, turning local kids into brand ambassadors by connecting them directly to NBA player Derrick Rose's inspiring story of overcoming adversity.
Creative Strategy Deconstructed
Company
Adidas possessed the signature product and the authentic backstory of Derrick Rose, an athlete who rose from poverty. They could provide a platform for athletic validation that felt earned rather than gifted.
Category
Sports brands typically rely on massive media spends and glossy billboards to build celebrity icons. They often treat urban youth as passive consumers of American culture rather than active participants.
Customer
Youth in Hackney felt marginalized and stereotyped by mainstream society. They possessed immense latent talent and audacity but lacked a stage to prove their worth and commitment through physical effort.
Culture
A growing distrust of traditional advertising led kids to favor hyper-local, authentic communication. Utilizing 'street' channels like chicken shops and pirate radio created a sense of exclusive, underground credibility.
Company
Adidas possessed the signature product and the authentic backstory of Derrick Rose, an athlete who rose from poverty. They could provide a platform for athletic validation that felt earned rather than gifted.
Category
Sports brands typically rely on massive media spends and glossy billboards to build celebrity icons. They often treat urban youth as passive consumers of American culture rather than active participants.
Strategy:
Turn a physical barrier into a stage for overlooked talent to prove their audacity and earn brand status.
Customer
Youth in Hackney felt marginalized and stereotyped by mainstream society. They possessed immense latent talent and audacity but lacked a stage to prove their worth and commitment through physical effort.
Culture
A growing distrust of traditional advertising led kids to favor hyper-local, authentic communication. Utilizing 'street' channels like chicken shops and pirate radio created a sense of exclusive, underground credibility.
Strategy:
Turn a physical barrier into a stage for overlooked talent to prove their audacity and earn brand status.
Strategy Technique
Turn Brand Values Into Action
Adidas embodied its values of inspiration and commitment by creating a physical challenge. The campaign turned a community center into an opportunity platform, proving the brand's ethos through action.
Explore Technique
Creative Technique
Challenge your target group
Adidas dared urban youth to jump 10 feet high to earn D Rose shoes. This physical challenge directly engaged the target group, making them prove their talent and commitment.
Explore Technique
