D Rose
_adidas Signature Athlete
When D Rose was the face of adidas basketball, I led the creative development and execution of ten signature footwear campaigns/product launches that helped grow the D Rose label into a $50M business for the basketball category. I also developed the D Rose DNA direction as the creative North Star for marketing campaigns, product stories, and experiential design, consistently delivering the Raw-Lux aesthetic true to D Rose and adidas.
adiZero Rose 2: The Bull TV spot leans into heroic fantasy as D Rose and his adiZero Rose 2 shoes take on matadors in Madrid's famous Las Ventas bullring. adidas Basketball Comms, led by Lorrin Pascoe, brought this film to life (agency: 180 LA, director: Stacy Wall.)
The D Rose DNA direction was the North Star for marketing campaigns and product design. The source of inspiration came from D Rose himself: his game, his persona, and his journey. These elements led to the Raw-Lux design philosophy that consistently delivered premium, authentic, and on-brand content.
#the return was a unique collaboration with D Rose that told a different basketball story. A story about blood, sweat, and tears and Rose’s unstoppable will as he fought his way back to the game after a serious injury the season before. We captured his entire rehab process as a documentary film. I created this digital/retail campaign called #the return to support the launch of the film and our e-commerce and retail channels.
The D Rose 4 campaign highlighted D Rose, the elite player, and his premium signature product collection. Following up #thereturn, it was a critical step to re-introduce D Rose as the elite NBA superstar, focus on D Rose's game and what made him such a unique and exciting player. The D Rose 4 campaign delivered premium hero athlete and footwear content that solved communication needs across retail, e-commerce, social, digital, and events.
D Rose 4 Launch Event took place at the United Center in Chicago. The celebration was epic! adidas invited 5,000 lucky fans to see D Rose unveil his new signature shoe and apparel line.
D Rose 4: Basketball is Everything TV spot featuring D Rose and many of Chi-town’s famous entertainers. adidas Basketball Comms, led by Lorrin Pascoe, brought this film to life (agency: 180 LA, director: Stacy Wall.)
D Rose 4 campaign strategy included the launch of the D Rose Destination Shop in Chi-town. The D Rose DNA direction guided the overall design approach as we collaborated with our retail agency to create a rich tapestry of storytelling based on D Rose's persona, game, and journey. The Raw-Lux design philosophy came to life throughout the space as unexpected pairings of raw and unfinished elements balanced with premium and refined details. The destination shop served as the highest expression of D Rose retail—from there, we offered pinnacle, premium, best, and better retail takedowns for global market partners.
