D ROSE

My favorite basketball team in the world is the Chicago Bulls. I've been a die hard fan my whole life. I was lucky enough to see them draft a local hero in Derrick Rose who led the team to the Eastern Conference Finals. His new stardom has led to many commercials including this one by Adidas. The commercial is called 9.8 because that is how many ounces the new basketball shoe that Adidas weighs. They talk about 9.8 from beginning to end, they say all the things that we would expect from a commercial with a basketball player.

First Derrick Rose says it is not the amount of time left on the shot clock which would be most people's first guess, then he says it is not the number of times he would light you up on the court. It finally says that 9.8 stands for 9.8 ounces, how much the new and lightest basketball shoe weighs.

This is important to any basketball player because the lighter the shoe is, the less weight there is that they have to push off with. It can lead to higher elevation and Adidas is trying very hard to promote that as the significance as to why their shoe is the best. It is the lightest and with Derrick Rose sponsoring it, it makes the shoe cool.

Also showing Derrick Rose at his old street basketball court and his barbershop, it makes him see more real and that the consumer can better relate to him. If this superstar who is also just a normal guy at the same time wears these Adidas shoes, I should too.