Son of Chi Retail Toolkit
CLIENT: adidas Basketball
ROLE: Art Director
CREATIVE DIRECTION: Mitch Morse
ILLUSTRATIONS: Dwight White II
Derrick Rose’s journey through the NBA is a story of triumph, perseverance, and rebirth. No matter where his career has taken him, Rose continues to embody the passion, pride, and pure love of basketball that define his hometown, earning him the title "Son of Chi." Inspired by Joseph Campbell’s "Heroic Cycle," the Son of Chi campaign reflects this narrative, paralleling Rose’s meteoric rise, battles with adversity, and his inspiring resurgence—mirroring the stages of Departure, Trials, and Return in the Hero’s Journey.
To bring this connection to life, we worked with Chicago-based artist Dwight White II to create illustrations that tie Rose’s personal journey to his city. These visual elements highlight key moments in Rose’s career and evoke the grit and determination that define both Derrick and Chicago.
The "Son of Chi" shoe stands as a symbol of Rose’s resilience, with the campaign designed to inspire fans across digital, social, and in-store experiences.
Super huge shoutout to Dwight White II. Check out more of his work at www.dwhiteart.com.
The above illustrations and typographic marks created by Dwight White II set the tone for the campaign and lent a local authenticity as well as a sense of hometown pride to the project as a whole.
