SBD/February 21, 2012/Marketing and Sponsorship

Heisman Trophy Winner Robert Griffin III Signs Endorsement Deal With Adidas

adidas today announced it has signed a deal with '11 Heisman Trophy winner and top NFL Draft prospect QB Robert Griffin III. He will be featured in a variety of marketing platforms for the brand and will play a role in the development of football, running and training apparel and footwear. Other adidas endorsers include Broncos LB Von Miller and Chiefs S Eric Berry (adidas). Terms of the deal were not disclosed, but CNBC's Darren Rovell wrote on his Twitter account, "Adidas tends to overpay to compensate for Nike's strength. Did it with Reggie Bush. Likely the best $ RGIII could make. ... If adidas is smart, they come out with a novelty RGIII sock line.” ESPN's Kristi Dosh wrote, “He'll debut the exclusive Combine gold colorway of the 6.9 ounce adizero 5-Star low later this week" (TWITTER.com, 2/21). Griffin appeared on "The Dan Patrick Show" today and talked about the deal, saying the "three stripes is where I wanted to be.” Show host Dan Patrick said, “This is what I want: Can I get the shoes from the Combine or your Pro Day? ... I want them Combine-used, though. I don’t want something right out of the box.” Griffin said he “can get you a pair of those” but the shoes will “be a gold pair just in case you’re wondering.” Patrick: “I like that” (“The Dan Patrick Show,” 2/21).

INITIAL IMPRESSION: Octagon First Call Managing Dir David Schwab reports adidas "bought a 'promoted hashtag' for #RG3 today." Schwab: "First, it's smart. Second, first ever a person's name has been promoted like this?" (TWITTER.com, 2/21).

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