Derrick Rose and His Road To Recovery

Derrick Rose, point guard for the Chicago Bulls, continues to build his brand during his time off from basketball. On April 28, 2012, during the first game of playoffs against the Philadelphia 76ers, Rose tore the ACL in his left knee. He was told that it would take around 8-12 months to fully recover.Adidas, Rose’s biggest sponsor, is looking on the bright side of his injury. The company is turning his absence from the court to a presence in the lives of others. Adidas has created an advertising campaign based around Rose’s road to recovery called “The Return.” The recent marketing effort by the company is original and inspirational. The humble 2011 MVP of the NBA has received an overwhelming outpouring of support from fans during his recovery.

Flickr // The USO

Rose is a young man that has made a name for himself after working his way through humble beginnings in Chicago. His mother was an alcoholic and drug addict and his father’s presence was limited during his childhood. Today, his mother is clean and sober and continues to be his number one fan. As an emotional man with absurd talent, Rose’s authenticity poured out of him at the unveiling of the Adidas Rose 3 , the point guards newest shoe.

Photo Credit: words // Brandon Richard

“I know it’s emotional, but you just have to understand that you’re inspiring millions of fans with your comeback but the purpose of the return goes both ways because they’re inspiring you,” said Lawrence Norman, Adidas Vice President of Global Basketball and MC for the event. “Whether it’s Facebook or Twitter or millions and millions of hits on your videos, inspiration goes both ways.”

“This is one of the reasons why you couldn’t possibly be more authentic,” said Norman. Derrick Rose doesn’t have hundreds of thousands of true fans just because he’s a great basketball player. The masses of fans swarm around him because of the positive, refreshing light that he gives off. In a world filled with insincerity, Rose is able to authentically brand himself as a dedicated young talent that is never satisfied.

Adidas should pat themselves on the back (again) for signing Derrick Rose. I applaud Adidas on their decision to make an investment on the 24 year-old talent. The company clearly has a winner on its hands that is authentic, selfless, and appreciated. The respective efforts of Rose and Adidas put both of their names in an impressive light.

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