SBD/October 20, 2011/Marketing and Sponsorship

Derrick Rose Following In Footsteps Of Kobe, LeBron As A Global NBA Star

Rose was in Australia last week promoting his new adidas adiZero Rose 2 shoe
Bulls G Derrick Rose “isn't just selling more jerseys and shoes both in the States and abroad, he's becoming the type of worldwide brand that only few athletes could ever imagine,” according to Nick Friedell of ESPN CHICAGO. Winning the MVP Award last season “has catapulted him into the next tier of NBA superstars.” Friedell recently spent some time in Australia, and one Melbourne store owner said that “out of the 30 or so jersey requests he gets each week, more than half are for Rose.” The store owner said that “everyone in Australia already has" a jersey of Lakers G Kobe Bryant, Heat F LeBron James or Heat G Dwyane Wade, but “most don't have Rose paraphernalia just yet.” Friedell noted perhaps “more importantly, Rose has given his fans no reason to dislike him up to this point, unlike James and Bryant.” Rose knows “if he wins a title or two he may become the most popular basketball player in the world, a distinction he would love to earn.” What is “special about Rose is that he hasn't just developed his own following since bursting on to the NBA scene three years ago." He has “re-energized all the old Bulls fans” that Basketball HOFers Michael Jordan and Scottie Pippen cultivated years ago. Friedell: “The buzz around the Bulls is as big as it's been since Jordan retired. That's why there were people walking around Sydney and Melbourne decked out in Bulls gear throughout my trip. ... With that backing and Bulls name brand behind him, there's no telling just how big Rose could become if he leads the Bulls to another title.” Meanwhile, Rose during a promotion stop in Chicago last Saturday to promote his adidas AdiZero Robe 2 shoe had fans "lined up all throughout the city" to meet him (ESPNCHICAGO.com, 10/17).

PLAYING OLE DEFENSE: In Illinois, Mike McGraw wrote a “good ad campaign will go a long way toward selling a shoe.” Rose and Magic C Dwight Howard were featured in the adidas “Fast Don't Lie” campaign last year with comedian Ken Jeong. Rose this year got to go "solo in a bullfighting-themed TV spot, filmed on location in Madrid." Rose said, "It was very hard, being out there in the sun all day. It actually took, like, three days in Spain. The experience was great. I'm just happy the feedback was great.” McGraw noted Rose, who is often described “as painfully shy, now enjoys getting in front of the cameras.” He said, “Hopefully, adidas will come up with new ideas, so we'll be out there again.” Meanwhile, Rose “provided some input into its design," including the phrase "all flights canceled" on the tongue (Illinois DAILY HERALD, 10/19).
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