From Injury to Comeback and Back to Injury: Did Adidas Market Derrick Rose Online Properly?
Adidas looks to fully utilize arguably their most popular poster boy, regardless of if he plays or not. NBA superstar and former MVP Derrick Rose has been the face of Adidas since the Chicago native signed a 14 year – $250 million contract in February 2012. Rose was very appreciative of the deal, stating “I’m just blessed and feel grateful right now,” and thanked Adidas for their loyalty. However, the excitement and enthusiasm was short-lived as Rose suffered a horrifying ACL injury in his left knee just two months afterwards. In the blink of an eye Adidas had to quickly shift their focus from Rose’s on-court ability and talent to his off-court recovery and rehabilitation. Under the sponsorship of Adidas,...