It's more than the shoes
November 10, 2010, 4:58 PM
Rose's electric play and humble demeanor making him a budding endorsement star
By Jon Greenberg
CHICAGO -- Some years into a Nike partnership that turned him into the most famous athlete in the world, Michael Jordan mused about the effects of his commercial success.
"What Phil (Knight) and Nike have done," he once said, "is turn me into a dream."
A dream for some, a hero for others, and a measuring stick for commercial success for every athlete who followed him.
Derrick Rose has had a lot to smile about early in the season, averaging almost 24 points and nine assists in six games.Everyone, from inner city ballers to suburban bar mitzvahs boys to pygmies, Eskimos and bedouins, wanted to be like Mike, and those images, be they from Nike or Gatorade, crystallized Jordan as the ideal.
Derrick Rose grew up in the shadow of Michael Jordan's Chicago, a talented kid on the South Side far removed from the luxury suites of the United Center, the near North Side steakhouses and Jordan's suburban mansion.
Now, thanks to a crossover that makes grown men weep, an indefensible first step and more than enough Air, Rose finds himself as Jordan's heir. Rose would dispute that, and he's six championships and a decade of pinch-yourself moments shy of Jordan's legacy.
But as far as basketball goes, this is Rose's Chicago now, whether he realizes it or not.
He's the one driving $110,000 cars, living nice in the suburbs and headlining 41 shows a year at the United Center (not counting playoffs). While fans fretted about adding LeBron James or Dwyane Wade, it was clear Rose was developing into a star in his own right. Through the first six games of this season, he was averaging almost 24 points and nine assists.
But Derrick Rose isn't a dream. Not yet. But soon. And while he's been earning his reputation on the court these past two seasons, we're seeing the birth of Rose as commercial icon.
Rose's debut shoe, the adiZero Rose, just came out, shortly after his commercial campaign hit the airwaves. And if you think shoes and commercials don't matter, you're reading too much Naomi Klein and not enough Twitter and Facebook.
Rose, despite the talent and the tats and the high profile, is no attention hound. He's polite, soft-spoken and well, nice.
But he wants to be the guy on TV, because he wants to be the best. At the team's media day this fall, he said his goal is to be MVP of the league. And no one gets to that level without some pub.
"You can't hide it if you want to be the best," Rose told me recently. "You're going to get offers where people are going to need you to do things, commercials and things like that. But I look at myself as a hooper first, where I'm a basketball player and all the other things fall behind that. I'm not getting mixed up, and I know what got me to where I am right now."
It's that kind of authenticity that adidas is selling, and why they are so passionate about their young star. But while adidas is presenting Rose's speed as his main selling point, it's interesting to note how patient the shoe company was at marketing him.
“
You can't hide it if you want to be the best. You're going to get offers where people are going to need you to do things, commercials and things like that. But I look at myself as a hooper first, where I'm a basketball player and all the other things fall behind that.
”
-- Derrick Rose
"When we presented to him for the first time in New York, we already knew him and his makeup, what he's about," adidas vice president of global basketball Lawrence Norman said. "At that meeting, we told him we need to give you a chance to grow into becoming an icon. Once you perform on the court, the quicker you'll become an elite guy with his own campaign and his own shoe."
Norman told him it would take two years to get his own shoe, his own campaign, and that it believed in him "as a player and a person." A shoe, and its launch campaign, takes about 18 months, from soup to nuts, to put together, Norman told me, and adidas quickly knew Rose was worth the investment.
Two years later, it's all coming true.
Before a recent game, I told Rose his commercial had been running on an endless loop during basketball broadcasts.
"I hope so," he said. "Adidas spent a lot of money."
"It's one of the biggest basketball media launches all time," Norman said. "And it's not just TV time. There's digital integration. Our YouTube video has 2 million hits, and Derrick's commercial a couple hundred thousand. That's as important as TV."
After a blasé, and crowded, "Basketball is a Brotherhood" campaign failed to latch on in any memorable way, adidas is focusing its marketing budget on Rose and Dwight Howard, dubbing their campaign "Fast Don't Lie." The pair visited China on a promotional tour before last summer and Rose is a favorite to join Howard on the Olympic team before the 2012 Games in London.
Rose's first major television campaign began a few weeks ago. By now, you're probably sick of the commercial, and actor Ken Jeong's exaggerated, almost cartoonish, "I got this because I'm faaaaassst." Adidas created a YouTube channel for the campaign, complete with interactive games and extras.
While Jeong, a breakout cast member in comedies such as "Knocked Up" and "The Hangover," gets the laughs, Rose plays the straight man. So straight he doesn't have a speaking role. His handles and his quickness, however, are isolated, slowed down and fetishized.
"We're letting his play speak for itself," Norman said.
In a way, the Rose-Howard-Jeong trio is reminiscent of the Jordan/Mars Blackmon (played by the director of the commercials, a then-fledgling Spike Lee) relationship in the earliest Jordan commercials.
While Blackmon/Lee pestered Jordan about the source of his skywalking abilities -- "Is it the shoes? It's gotta be the shoes." -- the adidas spots focus on Rose and Howard's speed on the court, which, of course, is helped by their lightweight shoes.
For Rose, focusing on his quickness is as much a no-brainer as Nike's focus on Jordan's dunking. Rose is mesmerizing when he drives the lane, and he's starting to carve a lasting reputation in a league flush with stars.
" 'Fast Don't Lie' resonates with kids," Norman said. "Derrick's shoe will make them faster. That resonates with kids. Plus, they've all seen 'The Hangover.' "
While Jordan seemed bemused and unruffled by Lee's character, Rose was visibly cracked up by Jeong's antics. You can see him stifling a laugh at the end of his commercial.
"There's a scene where I'm just laughing throughout the whole thing," he said. "When [Jeong] is on set, he's making up words and everything. It's just funny."
Derrick Rose's quickness and leaping ability make him one of the NBA's most exciting players.Adidas has 65 current NBA players wearing its shoes, according to a HoopsHype.com poll, second only to Nike with 193, but the company is betting heavily on Rose, a quiet kid that lacks Jordan's killer instinct in leveraging his identity to consumers.
But adidas takes its shoes very seriously. It's the type of company where executives wear basketball shoes with suits without a sense of irony or whimsy.
"We want to communicate the authenticity of brand, and we can't do it without the best athletes," said Norman, who played basketball overseas for a number of years. "Derrick is the right guy, and the fact that he's in Chicago is very important. You can always debate if an icon needs a big city, but Derrick's in one of the most important cities on the planet. It can influence kids in Shanghai. Honestly, it's perfect."
Rose helped design his signature shoes. He wanted them to be wearable on and off the court.
"He was pretty adamant about having us design shoes to be top-performing, super-light and go well with jeans," Norman said. "They have a fashion style to them, and they're made of a unique material, kind of Louis Vuitton and Gucci-esque."
Rose said he wanted the shoe to be simple, without the superfluous touches that sometimes bar sneakers from everyday wear.
"I wanted my shoe to be clean, where kids can wear it with their uniforms and business guys can wear it with their uniforms," Rose said.
As his nature, Rose was quiet early in the partnership. When adidas had a dinner for its draft pick client in 2008, they went around the table talking about their goals for their rookie year.
"We asked them what their vision was, what does success look like for their rookie year," Norman recounted. "Derrick said, 'To make my mom happy and my city proud.' I'm not making that up. You can't make that up."
Given that Rose was the top pick in that year's draft and playing for his hometown team, which just happened to have gained international appeal during the Jordan years, you would think adidas would have launched Rose's shoe from the get-go or that his agents, Arn Tellem and B.J. Armstrong, would have pushed for it.
"At first we were iffy if I wanted my shoe from the beginning," Rose said. "But they told me they wanted stay loyal, and if my stats were increasing every year, they would think about it. I guess I had two decent years and now I got my own shoe."
Decent years are right. Rose went from Rookie of the Year to All-Star, making two playoff appearances, and played on this summer's World Championship team.
Last year, at one point, he had the third-highest selling jersey in the NBA.
Rose's national image hit a minor speed bump last week when the New York Post reported that he skipped a taping for a guest appearance on "The Good Wife," a TV show set in Chicago, but filmed in New York. While the story reported that Rose ignored a car service at his house, he said he overslept after getting home from dinner after a night game.
Rose apologized to the show's producer and seemed contrite over the incident. I saw it as his handlers over-scheduling the 22-year-old, who shouldn't have been flying to New York on an off-day during the season, unless it was for a really good show like "30 Rock."
Rose has endorsements other than adidas under his belt. He's got the sports drink (Powerade), the video game (NBA 2K11), the headphones (Skullcandy), the car (Nissan), and more.
The latest news from Bulls reporter Nick Friedell. Blog
Rose isn't the best public speaker yet, especially on a team that includes the voluble Joakim Noah, but he's getting better at showing a playful personality, and he's unusually patient and thoughtful.
As Norman said, "He's starting to come out of his shell."
While Jordan broadcast aspirational masculinity that appealed to the 1980s uber-male, Rose gives off a more brotherly vibe. People want to like him, want to watch him, and adidas hopes, want to wear his shoes.
"What's not to like?" Norman asks me. "What's not to like?"
While LeBron James made waves with his "What do you want me to do?" commercial, Rose too spoke to fans in a recent ad that was just posted to YouTube. It's titled "This is the Truth."
"I'm not the best," Rose says. "I'm not the greatest of all time. I'm not here to shout, boast or preach. I'm not the second coming. I'm not there yet. But, I'm running up on you."
And that's not a dream. It's just the present and it's the future.
Jon Greenberg is a columnist for ESPNChicago.com.