The latest ad campaign from Powerade, “Just a Kid,” stars Bulls point guard Derrick Rose, an athlete whose passion and dedication to basketball helped him make it to the NBA.
The 60-second spot, titled “Rose from Concrete,” features a symbolic bike ride from Chicago’s South Side, where Rose grew up, to the United Center, the Bulls’ stadium.
"Derrick’s strength and perseverance in the face of this week’s setback are truly inspirational to all," said Shannon Watkins, group brand director for Powerade.
"Now more than ever, there is no professional athlete more qualified to motivate young athletes to overcome adversity, no matter where they are from, what they are dealing with or who they aspire to become."
Rose’s ad features a voiceover from the late Tupac Shakur, in which the artist recites a portion of his song, “Mama’s Just a Little Girl”:
“You see, you wouldn't ask why the rose that grew from the concrete had damaged petals. On the contrary, we would all celebrate its tenacity. We would all love its will to reach the sun. Well, we are the roses. This is the concrete. These are my damaged petals. Don't ask me why. Ask me how.”