By Barry Janoff
February 19, 2013: Robert Griffin III is on the intense road to recovery and adidas is tracking his movements in the weight room, on the playing field and in retail outlets nationwide.
Griffin, whose play at quarterback for the Washington Redskins this past season earned NFL Rookie of the Year honors, is coming off surgery on his right knee to repair his ACL, which he tore during the NFL playoffs.The same ACL had previously been torn in 2009 when he was at Baylor.
Griffin stars in a 30-second spot, “Blow Up,” that breaks today on YouTube before hitting TV on Wednesday. Subtitled "Week 1," it is the beginning of what will be an on-going multi-media campaign that will follow RG3 through the offseason, training camp and then to the start of week one of the 2013 NFL season.
The effort also supports the release of Impact Camo, a full range of workout and training gear from adidas.
The strategy mirrors that being used by adidas to follow the rehabilitation of Derrick Rose, who is working to return to the Chicago Bulls following surgery on his left knee to repair torn ACL suffered during the 2011-12 NBA playoffs. Adidas' "The Return" campaign has tracked Rose through various phases of his comeback and has also supported the release of Derrick Rose signature basketball shoes and gear.
The RG3 campaign breaks just days before the NFL Scouting Combine, which will take place in Indianapolis Feb. 23-26.
Support includes Internet and such social media destinations as Facebook, Twitter and YouTube.
"Starting Week 1 will be the result of healing, hard work, dedication & God's anointing. No rush, just determination," Griffin wrote on his personal Twitter account. "Feel like I need to say this . . . Although my goal is to start Week 1, that doesn't mean I will compromise my career to do so."
The commercial has RG3 claiming that no matter what happened last season, this is a new beginning for him. In his first year with Washington, the team went 10-6, won the NFC East and then lost to the Seattle Seahawks in the wild-card game in which Griffin re-injured his knee.
"Blow up last season," RG3 says in the spot, which is played out to scenes of him working out as scoreboards, goal posts, trophies and even a football stadium succumb to explosions. "Every win. Every loss. Every headline. Blow it all up. Because all that matters is what you do next."
The initial spot also shows players from Notre Dame and high school national football champion John Curtis (LA.) High School in their offseason workouts. (See the full spot here.)
“Athletes like Robert Griffin III don’t train to be average – they train for impact,” David Baxter, vp-sport performance for adidas America, said in a statement. “Impact Camo screams confidence and is designed for athletes to own the spotlight and be unstoppable.”
"Blow up last season. Every win. Every loss. Every headline. Blow it all up. Because all that matters is what you do next."
The Impact Camo collection includes TechFit compression Ts, graphic Ts, hoodies, shorts, pants, Team Speed socks, Crazy Fast running shoes, Speedcut Trainer and CrazyQuick football cleats (which hit stores in May).
"While other players rest after state championships, bowl games or playoffs, the best athletes know there are no days off and training starts the minute their last game ends," said Griffin III in a statement. "Records, awards, wins and losses are now in the past and it is all about getting ready for week one."
Adidas, Derrick Rose On The Comeback Trail
Back to Home Page