New "Just A Kid" integrated marketing campaign emboldens young athletes
to strive for greatness in the face of adversity
NEW YORK -- (Business Wire)
The athletes we most respect and aspire to be like consistently power
through obstacles and overcome adversity in their pursuit of greatness.
But every legendary athlete shares one undeniable truth with each of his
or her admirers: They are just a kid from somewhere.
POWERADE’s newest campaign aims to inspire by taking a passionate stand
for the potential in every young athlete. It supports the belief that no
matter where athletes get their start, or what obstacles they face in
life, through hard work and determination, they can advance from the
very bottom to the very top.
The campaign is launching with a 60-second spot titled "Rose From
Concrete" starring basketball superstar Derrick Rose. It follows a
symbolic bike ride from Chicago's South Side to the very stadium where
Rose’s dreams become a reality. The ride reflects the journey of Rose,
from a young man growing up in Englewood, Illinois, facing constant
adversity, to his rise on the way to becoming one of world's most
respected and driven basketball players of today.
"Derrick’s strength and perseverance in the face of this week’s setback
are truly inspirational to all," said Shannon Watkins, group brand
director, POWERADE. "Now more than ever, there is no professional
athlete more qualified to motivate young athletes to overcome adversity,
no matter where they are from, what they are dealing with or who they
aspire to become."
The spot — filmed in Chicago in December 2014 — features a poignant
voiceover from rapper, poet and actor Tupac Shakur. The inspirational
words were taken from his song, “Mama’s Just a Little Girl,” and follow
the theme that Tupac reiterated constantly during his life; people can
achieve success despite whatever difficult circumstances they face.
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| | | | You see you wouldn't ask why |
| | | | The rose that grew from the concrete |
| | | | Had damaged petals. |
| | | | On the contrary we would celebrate its tenacity. |
| | | | We would all love its will to reach the sun. |
| | | | Well, we are the roses. This is the concrete. |
| | | | And these are my damaged petals. |
| | | | Don't ask me why … ask me how. |
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"Tupac Shakur serves as the ultimate example of someone who couldn't be
limited by the environment in which he was raised," said Guy Duncan,
group director, integrated marketing content, POWERADE. "We are honored
the Tupac Shakur estate has allowed us to use his inspiring message to
tell our story to a generation that didn't get the chance to experience
his larger-than-life presence."
To further support young athletes, POWERADE is launching an online
marketplace (www.justakidfrom.com)
where people can design and purchase customized "Just A Kid" apparel
touting the name of their hometown. The collection will include
sweatshirts, T-shirts and hats. Net proceeds from the marketplace will
be donated to the Boys & Girls Clubs of America.
"Just A Kid" will come to life through broadcast, out-of-home, digital,
social, PR, on-site activations starting with NCAA Final Four events in
Indianapolis, Ind., and point-of-purchase throughout 2015. The campaign
was developed in partnership with advertising agency Wieden+Kennedy in
Portland, Ore.
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Contacts:
The Coca-Cola Company
Lauren Thompson, 404-676-3034
laurenthompson@coca-cola.com
Source: The Coca-Cola Company
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