By Barry Janoff
September 13, 2012: Derrick Rose may be recovering from ACL surgery on his left knee, but that has not stopped Brand D-Rose from kicking up new activations.
Adidas, one of Rose's prime marketing partners, is banking on the NBA point guard making a full recovery and continuing to build his brand both on and off the court. The company has extended its alliance with Rose from footwear to lifestyle elements with the unveiling of the D Rose 3 signature basketball shoe and apparel collection. The new items also come with a new D-Rose logo.
Adidas called the D Rose 3 the "most premium and personal Derrick Rose signature shoe to date," with the worldwide launch scheduled for Oct. 4.
Rose has been with adidas since being drafted by the Chicago Bulls in 2008 as the NBA's No. 1 overall pick. He was named Rookie of the Year in 2008-09 and NBA MVP in 2010-11. However, the point guard played in only 39 games during the lockout shortened 66-game season due to injuries, then tore his ACL in the opening game in the first round of the playoffs versus the Philadelphia 76ers.
The prognosis is that he could return to action by early 2013. Adidas' other major NBA endorser, Dwight Howard, is also undergoing rehabilitaton for spinal surgery as he prepares for the 2012-13 season, his first with the Los Angeles Lakers after being traded from the Orlando Magic.
His other endorsement deals include Coca-Cola's Powerade sports drink, 2K videogames and Skullcandy headphones and earbuds.
Adidas said the shoes will hit retail in away (black/white/red) and home (grey/black/red) colorways, then will roll out in seven additional colors through the end of the year. MSRP is $160.
The apparel line will include jackets, hoodies, T-shirts, shorts, pants, hats and socks to match each colorway of the shoe.
According to Rose, the design of the shoes and apparel will pay homage to his family and to the city of Chicago.
"The D Rose 3 signature collection is special to me because I worked side-by-side with adidas on everything from materials to fit to colors to make it the best we've done yet," Rose said during a launch event on Thursday. "I love the new logo that calls out the most important things to me: my family, basketball and the city of Chicago."
Adidas has been tracking Rose's post-season rehabilitation, recently launching a campaign around his comeback efforts, complete with a TV spot and dedicated Web destination, under the umbrella theme,"The Return."
The new shoe and apparel collection is expected to get multi-media support via TV, print and digital, including social media destinations Facebook, Twitter and YouTube.
"The D Rose signature collection continues our mission to work closely with Derrick to create the best performing products in the world that are built specifically for his electrifying style of play," said Lawrence Norman, vp-adidas global basketball. "Launching the new D Rose logo is a historic moment for our partnership. The premium and personal style and high performance elements of this collection represent the future of our product direction with Derrick Rose."
Adidas, Derrick Rose 'The Return' Campaign
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