Derrick Rose Jersey Retirement

ABOUT THIS ENTRY

After a record-setting, best-in-class celebration in 2025 when Derrick retired from the NBA, the Bulls returned to make and celebrate history – retiring Derrick Rose’s No. 1 jersey. An honor bestowed on only Michael Jordan, Scottie Pippen, Bob Love and Jerry Sloan, in the franchise’s 60 years, Rose's jersey retirement transcended on-court achievements. 

How does this represent "Excellence in Engagement"?

The Bulls built upon the success of the previous season’s celebration and set a benchmark for how teams can engage their fans and honor their legends. The campaign was integrated across channels and methods to give fans of all interests something to enjoy. Beyond content, the storytelling extended to merchandise, food and beverages and art with a retail collection, designed in collaboration with Rose, MVP-caliber food and beverage items to honor Rose, courtesy of Levy Restaurants, and an atrium experience history featuring Rose-inspired art in the atrium from local students and artists. The campaign also thoughtfully included partners, like State Farm, allowing the Bulls to further spread the scope of the celebration.

As CBS Sports shared, “the Bulls pulled out all the stops in celebrating the city's favorite son…The grandeur of the ceremony, and everything leading up to it, exemplified just how much the Bulls, NBA fans and players, and the city of Chicago appreciates Rose.” 

Ultimately, the steady drumbeat of storytelling across channels allowed fans to be part of the celebration. It was about celebrating a cultural icon, telling the story of Derrick’s No. 1 and delivering a once-in-a-lifetime moment that fans would cherish.

Objective

The Bulls’ objective was to create a jersey retirement that celebrated Rose, his basketball career and impact on the city of Chicago. To honor a hometown hero born and raised on the South Side, the jersey retirement had to extend beyond basketball. Rose's legacy taps into an emotional vein of the city, one of incredible highs and lows. Derrick joined the Bulls as the number one overall draft pick in 2008. In just his third season, Derrick also became the youngest MVP in NBA history. A year after his MVP season, Derrick suffered a career and franchise-altering ACL injury and faced other setbacks in following seasons.

The jersey retirement was a monumental occasion in Bulls history, carefully crafted to honor Derrick and create moments for Bulls fans to deepen their connection to the organization. The Bulls, in partnership with Rose, developed an integrated 360° celebration and year-long storytelling arc that brought forward the best of the Bulls for fans in the arena, across the city, and around the world.   

This wasn't a typical jersey retirement ceremony, but something more: a celebration of an era, a city, of loss and pain, of family, and resilience.

Strategy & Execution

BIGGER THAN ONE NIGHT 

The Bulls employed a campaign that created emotional connections and gave fans unprecedented access. 

This jersey retirement transformed what could have been a single-game moment into a celebration that resonated in the arena, across the city and around the world, setting the standard for how teams can best celebrate their alumni. 

ROOTED IN CHICAGO  

With shared roots, Rose and the Bulls made sure the celebration reflected the spirit of their vibrant city through:  

• A basketball court refurbishment and mural dedication at a local nonprofit to which Derrick previously donated $1 million.
• A collaboration with the Chicago Transit Authority, including Derrick Rose bus wraps on 31 routes, a transit card and messages from Rose playing at train stations.
• Gameday entertainment from Chicago’s award-winning artists Keke Palmer, J. Ivy, and Keith Harris, Chicago Philharmonic and more.  

ONE-OF-ONE: EXCLUSIVE EXPERIENCES AND CONTENT  

• The Bulls created viral social and digital content to generate excitement ahead of the game. This included a video showing the making of Rose’s hand-stitched banner, Rose reflecting on his basketball career with former teammates and congratulatory messages from NBA legends. This style of content invites Bulls fans worldwide to experience these special moments with Rose.

Organizations

• • Chicago Bulls
  • DMR Ventures

Featured

• Derrick Rose

Credits

Susan Goodenow
Executive Vice President, Brand & Public Affairs
Chicago Bulls

Luka Dukich
VP Content Marketing
Chicago Bulls

Patrick Sandusky
Vice President, Communications
Chicago Bulls

Kayla King
Senior Manager, Brand and Fan Development
Chicago Bulls

Adrienne Scherenzel
Vice President of Community Engagement
Chicago Bulls

Matt Yob
Director of Alumni Relations
Chicago Bulls

Joe Pinchin
Director of Digital Content
Chicago Bulls

Serena Yeh
Director, Digital Partnerships
Chicago Bulls

Caroline Mattingly
Executive Director, Brand Communications
Chicago Bulls

Beth Esler
Executive Director, Basketball Communications
Chicago Bulls

Madelyn Fainga’a
Sr. Coordinator, Community Engagement & Fundraising
Chicago Bulls

Chris Ramirez
Director, BullsTV
Chicago Bulls

Brad Siegel
BullsTV Executive Director
Chicago Bulls

Michelle McComas
Executive Director, Entertainment & Events
Chicago Bulls

Max Berman
Director of Game Production & Entertainment
Chicago Bulls

Olivia Blatchford
Director, Retail Merchandising & Buying
Chicago Bulls

Ethan Wilen
Manager of Alumni Relations
Chicago Bulls

Nikko Tan
Senior Manager of Digital Content
Chicago Bulls

Ian Beckley
Sr. Producer / Sr. Manager of Video Production
Chicago Bulls

Jon Shoemaker
Executive Director of Creative Services
Chicago Bulls

Alex Compton
Senior Manager, Integrated Marketing
Chicago Bulls

Jamie Litoff
Executive Director, Partnership Marketing
Chicago Bulls

Laniesa Shafer
Senior Manager, Partnership Marketing
Chicago Bulls

Aaron Carter
Manager, Brand Communications
Chicago Bulls

Zaida DeGuzman
Director, Event Production & Activation Strategy
Chicago Bulls

Jimmy Mitchell
Senior Manager of Content Design
Chicago Bulls

Jacqlyn Short
Warehouse Manager
Chicago Bulls

Derrick Rose
Bulls Alumni
Chicago Bulls

Madison Ornstil
Chief Strategy Officer
DMR Ventures

Randall Hampton
Chief Marketing Officer
DMR Ventures