Powerade Charts Derrick Rose's Journey from Chicago's South Side

Brand Links NBA Player's Poignant Spot With Apparel Available Online

Published on Mar 03, 2015

Editor's Pick

Powerade charts the journey of NBA player Derrick Rose in this powerful and poignant spot, set to vocals from Tupac Shakur and filmed in the Chicago streets where Rose grew up. As we hear the words, taken from Shakur's song "Mama's Just a Little Girl," and referring to the "rose that grew from the concrete," we see a young boy cycling throught the streets of Chicago's South Side--Powerade in his pocket--to the Chicago Bulls stadium where he later made his name. The ad, by Wieden & Kennedy Portland, was filmed in December, making the streets of Englewood, Illinois, look particularly cold and bleak.

An online spot, Just a Kid From Chicago, lets Rose tell his story in his own words. To further support young athletes, the brand is launching an online marketplace, where people can design and purchase customized "Just A Kid" apparel touting the name of their own hometown.

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Mar 03, 2015
Wieden & Kennedy Portland
Creative Director:
Max Stinson
Creative Director:
Dan Kroeger
Creative Director:
Stuart Harkness
Wayne Kasserman
Rob Lewis
Art Director:
Brandon Viney
Art Director:
Nick Ostini
Senior Producer:
Jennifer Fiske
Planning Director:
Henry Lambert
Executive Creative Director:
Mark Fitzloff
Executive Creative Director:
Joe Staples
Production Company:
Jaron Albertin
Executive Producer:
Shannon Jones
Line Producer:
Pat Fischer
Director, Photography:
Steve Annis
Editorial Company:
Rock Paper Scissors
Adam Pertofsky
Post Producer:
Shada Shariatzadeh
Post Executive Producer:
Angela Dorian
Visual Effects Company:
Executive Producer of Visual Effects:
Patrick Nugent
Visual Effects Producer:
Scott Boyajan
Lead Flame Artist:
Andy Bate
CG Artist:
John Cherniak
CG Artist:
Michael Cardenas
CG Artist:
Jon Balcome
CG Artist:
Joe Chiechi
CG Artist:
Tiffany Chou
Tom Poole/Company3
Squeak E. Clean Productions
Justin Hori
Music Executive Producer:
Carol Dunn
Music Producer:
Chris Shaw
Mix Company:
Loren Silber
Jessica Locke

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