We had exactly two hours to turn NBA superstar, Derrick Rose into an urban icon for kids in London. So, we built the D Rose Jump Store in Hackney. Filled with hundreds of pairs of free
D Rose shoes, on shelves 10ft high, the store allowed kids to show how talented they might be at a game many of them had never played, and a new generation of adidas icons was born. With an online film, posters, business cards and zero media budget, we earned over 2 million pounds of free media and hit 4 million people in 10 days.