Powerade: Tupac Shakur recites his poem “The Rose that Grew from Concrete”, which celebrates achieving success despite difficult circumstances
Everyone – including legendary athletes – must “Power Through” obstacles and overcome adversity in their pursuit of greatness. At heart, though — like us — they’re “Just a Kid” from somewhere.
The new POWERADE “Just a Kid” campaign inspires athletes everywhere to develop to their potential. It proclaims that no matter where athletes get their start, or what obstacles they face, through hard work and determination they can advance from the very bottom to the very top.
A new 30-second POWERADE TV commercial titled “Rose From Concrete” featuring Chicago Bulls star Derrick Rose has begun to hit the airwaves during NBA and NCAA basketball programming, along with a 60-second version. It follows a symbolic bike ride from Chicago’s South Side to the very stadium where Rose’s dreams became a reality, and reflects his journey from growing up in Englewood, Illinois. Viewers hear Tupac Shakur’s voice as he recites his poem “The Rose that Grew from Concrete”, which celebrates achieving success despite difficult circumstances.
“Derrick’s strength and perseverance in the face of the knee injury he recently suffered are truly an inspiration 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.”