Powerade charts the journey of NBA player Derrick Rose in this powerful and poignant spot, set to vocals from Tupac Shakur and filmed in the Chicago streets where Rose grew up. As we hear the words, taken from Shakur's song "Mama's Just a Little Girl," and referring to the "rose that grew from the concrete," we see a young boy cycling throught the streets of Chicago's South Side--Powerade in his pocket--to the Chicago Bulls stadium where he later made his name. The ad, by Wieden & Kennedy Portland, was filmed in December, making the streets of Englewood, Illinois, look particularly cold and bleak.
An online spot, Just a Kid From Chicago, lets Rose tell his story in his own words. To further support young athletes, the brand is launching an online marketplace, justakidfrom.com where people can design and purchase customized "Just A Kid" apparel touting the name of their own hometown.