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Last April, just two months after Adidas inked Derrick Rose to a 14-year contract worth at least $250 million, the National Basketball Association MVP blew out his knee, and sports marketers nationwide groaned a collective “ouch.”
But rather than let Rose disappear on the injured reserved list, the sports apparel giant spent the summer stitching together an integrated “Return of D Rose” campaign—with the creative, by ad agency 180 LA, centered on Rose’s rehab.
Illuminated by images of determination and perspiration, TV and digital ads have blanketed media channels in the last five months, leading to a groundswell of Facebook and Twitter activity that inspired the star athlete.
“Seeing all of the comments that come in every day with people wishing me support,” Rose told Adweek, “has been fuel for me.