ADIDAS - D ROSE ‘NEVER BREAK”
I had the privilege of working on Adidas's "Never Break" campaign for the D Rose 5 BOOST, launched in 2014. This campaign was a powerful testament to Derrick Rose's incredible resilience. We directly confronted the narrative around his injuries, featuring striking imagery with words like "It's over," "Fragile," and "Weak" boldly scribbled across his photos. The "Never Break" slogan wasn't just a tagline; it was a declaration of Rose's unyielding spirit and mental toughness in the face of immense physical adversity.
This campaign was particularly impactful because it coincided with the D Rose 5 BOOST, the first in his signature line to feature Adidas's revolutionary BOOST cushioning. The synergy between the product's innovative comfort and performance, and Rose's inspiring perseverance, resonated deeply with audiences. It was a bold move by Adidas to reframe his story, shifting the focus from his physical setbacks to his unwavering commitment to the game.
Roll- Creative & Art Director