MANILA: Sports analyst, former NBA player, and philanthropist Jalen Rose is the face of the new social media campaign for the Jeep Grand Wagoneer. The six-week campaign titled “Where I’m From” pays homage to the neighborhoods in Detroit, Michigan that have helped Rose prosper and influenced his success. It honors people from great cities who are making a difference in the country. Rose’s social media channels, including Facebook, Twitter, and Instagram, as well as Wagoneer’s social media channels, will be used to promote the campaign. The campaign will run through mid-March, with the goal of encouraging people to share stories about their hometown pride.

In a statement, Stellantis North America Marketing Vice President Marissa Hunter said, “Jalen is a fierce advocate for the city of Detroit and hometown hero, and we’ve been fortunate to work with him through his Jalen Rose Leadership Academy. The Grand Wagoneer sets a new standard of modern mobility, sophistication and authenticity, one that celebrates the drive to achieve. This initiative is grounded in and honors where it all started for Jalen and other Detroiters through their journey of success. We invite our audiences to help us celebrate Detroit during our kickoff and other cities and neighborhoods across the nation throughout the six-week campaign.”

After releasing two teasers during the first two weeks of February, a one-minute video was published across Rose’s social media channels yesterday. While driving a Grand Wagoneer through iconic Detroit streets, Rose speaks about how the city shaped him, and how he is a representation of that spirit, which helped make him the person he is now.

“Where you come from, it doesn’t define where you’re going to go, but it provides the foundation that will get you there. In Detroit, our pride comes from the neighborhoods that molded, taught, inspired and kept us and, in return, we keep them in our hearts. Taking pride in knowing that where we’re from builds who we are. This is why I will always invest my time and resources into this city and its people, including through the Jalen Rose Leadership Academy in my old neighborhood,” Rose stated.

Rose encourages his fans to share their own local pride stories by using the hashtag #WhereImFrom.

“Where I’m From” was created in collaboration with Detroit-based creative agency Boulevard.

The Jeep brand has been a corporate partner of the Jalen Rose Leadership Academy (JRLA) in Detroit for 10 years, providing scholarships, mentoring, cultural field trips, special events, recognition awards, and building renovations. JRLA aims to empower all scholars to hone the skills and knowledge needed to attend college or a post-secondary institution, so that they can be successful in the competitive world while also taking care of themselves and their loved ones.

Watch the “Where I’m From” campaign video here.

Photos from Jeep

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