ABOUT

The concept was to create a pop-up store in the Geffrye Estate in Hackney, East London for Chicago Bulls, Derrick Rose to launch his signature shoe the D Rose 3.5 Basketball shoe. The store was stocked with a hundred pairs of the shoes. The shelves in the store were set at 10ft high the height of a basketball hoop. The lucky first 100 in the queue were given just 24 seconds (The time it takes to make a real play in basketball) to jump for a pair of shoes. Proceedings were overseen by Derrick Rose himself. The kids of East London arrived en masse following promotion of the event through adidas UK, facebook, online and local marketing.