Adidas Basketball launched a campaign featuring a large-scale floral installation designed by multidisciplinary artist Mr. Flower Fantastic to honor the legacy of NBA legend Derrick Rose.
Crafted by creative agency Midnight Club, the campaign highlights Rose’s ties to Chicago and his lasting impact on basketball and culture.
The installation, designed by The Midnight Club’s New York team in collaboration with Adidas and MFF Studios, features over 100,000 flowers.
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It depicts Derrick Rose in his iconic number one Chicago Bulls jersey, serving as a tribute to his historic achievements as the youngest MVP in NBA history.
Austin Lacter, managing director of The Midnight Club NYC, shared why Rose was so central to the campaign's success.
“Derrick Rose’s story holds a special place in Chicago and among basketball fans globally. Together with adidas Basketball, we saw an opportunity to celebrate his legacy and the mutual love between Derrick, his fans, and the city of Chicago. This campaign offered a moment of nostalgia, celebration, and community."
The campaign effectively taps into the power of nostalgia, resonating with fans who followed Rose's journey from his early days in Chicago to his MVP season.
By celebrating a beloved sports icon and Chicago native, Adidas strengthens emotional connections with its audience, driving brand loyalty.
'Roses for Chicago' Thrives with Fan Connection
Apart from the mural, the campaign’s interactive elements created an immersive experience for fans.
On January 3, Adidas Basketball and Derrick Rose revealed the floral installation on social media, inviting fans to visit Clybourn Park in Chicago, where the artwork was displayed.
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Notably, fans also had the opportunity to view the installation from an Adidas-branded double-decker bus.
At the event, over 1,500 adidas x D Rose-branded roses were given to attendees at Clybourn Park.
The campaign extended to the United Center Atrium during the "Derrick Rose Night" at the Bulls-Knicks game, where an additional 5,000 roses were distributed in under 30 minutes.
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On January 2, Rose hosted a one-day pop-up flower shop where fans could send 16 roses to someone they wanted to thank.
The NBA star personally delivered bouquets to four of his local heroes, further cementing his connection to the community. Additionally, every seat at the United Center was adorned with an Adidas x D Rose t-shirt, creating a unified tribute to Rose’s illustrious career.
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The campaign was then deemed a success, generating over 6 million video views and 1.4 million engagements across social media platforms between January 3-6.
Overall, the latest initiative is a testament to The Midnight Club’s storytelling ability to craft culturally resonant narratives that emotionally engage audiences.
Previously, Adidas teamed up with Lionel Messi & Antonela Roccuzzo for a new collection celebrating family.
