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Powerade Campaign Feat. Derrick Rose, Tupac

Poetic in tone and enlightening in message, Powerade fuses the spoken words of Tupac Shakur and the career progression of Chicago Bulls star, Derrick Rose,  in their new #PowerThrough campaign.

The kick-off visual and correlating message, #PowerThrough, is timely as Rose recently underwent another knee surgery.

The campaign’s aesthetic is clever as it takes viewers to Rose’s coming-of-age stomping grounds, Englewood, Chicago, where the streets and houses look abandoned, but hope and determination glimmers in a young Derrick’s eyes.

With powerade packed in his bag, he peddles to Chicago’s west side where he reaches the United Center and we hear Tupac recite his poem, “A Rose That Grew From Concrete.”