Hundreds of fans take part in unique Adidas #JUMPWITHDROSE experience via TBWA\London

Where do you take the world’s biggest basketball star when he’s in the UK?

Simple.

You head to Hackney. Home to many of the UK’s aspiring basketballers.

That’s exactly what adidas did when they brought Chicago Bulls star Derrick Rose and former NBA MVP, to the borough for the London leg of his European Tour.

VIEW THE EVENT

D Rose took up residence at a specially created, two-hour pop up store in the Geffrye Community Centre, Falkirk Street – the adidas Jump Store. Stocked with hundreds of pairs of D Rose 3.5 shoes. It was descended upon by the kids of East London, who arrived en masse following invitations through @adidasUK and facebook, in the hope of grabbing themselves a pair.

The cost of the shoes?

Free.

If you can get them.

The shelves they sat on were ten feet high, the height of a basketball rim, and visitors were given just 24 seconds to jump for the shoes, the same amount of time it takes to make a play in a real game.

Some succeeded, some failed, all got to meet their hero.

Every person that jumped left the store with the signature shoes, a limited edition t-shirt, a signed poster, a discount voucher for the adidas Performance store, and an incredible memory of meeting the real NBA star in person.

Says D Rose, as he saw his hometown in the crowds: “I didn’t get to do this when I was growing up, I didn’t get to meet an NBA player. I really appreciate you bringing me here” – and so did Hackney.

adidas

Producer: Petra Tiziani