Jalen Rose and Grand Wagoneer launch “Where I’m From” campaign

Sports analyst, former NBA player and Michigan Wolverine, philanthropist, and from Detroit, Jalen Rose, star in a new social and digital campaign for Grand Wagoneer. The six-week campaign, “Where I’m From,” features Rose, who pays tribute to the streets of Detroit and the neighborhoods that have helped him flourish and influence his success. It pays tribute to people from major cities across the country, including Detroit, who make an impression. The campaign runs until mid-March and culminates in encouraging audiences to share stories of their city pride through the hashtag #WhereImFrom.

“Jalen is a staunch advocate for the city of Detroit and the hometown hero, and we’ve been fortunate to work with him through his Jalen Rose Leadership Academy,” said Marissa Hunter, Vice President of Marketing – North America for Stellantis. “Grand Wagoneer sets a new standard for modern mobility, sophistication and authenticity, one that celebrates the pursuit of achievement. This initiative is founded in and honors where it all began for Jalen and other Detroiters through their successful journey. We invite our audience to help us celebrate Detroit during our kickoff and other cities and neighborhoods across the country during the six-week campaign. ”

“Where you come from does not define where you are going, but it provides the foundation that will take you there,” said Jalen Rose. “In Detroit, our pride comes from the neighborhoods that shaped, taught, inspired and preserved us, and in return we keep them in our hearts. Being proud to know where we come from builds who we are. That’s why I always come to invest my time and resources in this city and its people, including through the Jalen Rose Leadership Academy in my old neighborhood. ”

Jalen Rose Leadership Academy aims to give all researchers the opportunity to develop the strength in character, skills and knowledge needed to matriculate, become good at and graduate from college or a post-secondary institution so that they have the opportunity to be successful in the competitive world and to take care of themselves and the people they love. Rose is proud of her partnership with Jeep / Grand Wagoneer and says: “Jeep has not only donated its time, energy and money, but also its resources to influence so many young people in the city of Detroit. There are many companies that make money in “Detroit but not too many to give back. I’m talking about charity making it the hood. I’m really proud of it.”

The campaign features Rose driving a Grand Wagoneer through iconic Detroit streets, including Woodward Avenue, Six Mile, Rosa Parks, Martin Luther King Jr. the boulevards and around Hart Plaza, home of “The Monument to Joe Louis”, also known as “the fist”, Jalen Rose says the campaign is about authenticity more than anything else and credits Detroit for who he is today.

“My goal is to help build our city and build our pride. I want to inspire young people who see me and say that if I can do it, you can do it. And once you do, you turn around and give. back to society just the way I am. That’s what it’s all about. “

Head of Interior Design for Jeep / Wagoneer, Chris Benjamin says the #WhereImFrom campaign with Jalen Rose is perfectly in line with the Jeep brand and notes the similarities between Rose and the carmaker. The #WhereImFrom campaign is related. It is for everyone who grew up in the inner city, no matter where you are in the United States. When you look at the campaign, you can relate to it. It is something that strikes home for so many people. It talks about who Jalen Rose is and how he feels about the city of Detroit. It’s about people who come from tough places or tough neighborhoods who have succeeded in life and are still proud of where they come from. It connects back to the Grand Wagoneer because, as Jalen said, Detroit works harder. We do that too. Everyone thought that Jeep / Grand Wagoneer was made already in 2018 but we came back stronger than ever. That connection is enormous. “


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