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SBD/March 1, 2012/Marketing and Sponsorship
Should Adidas Be Nervous About Its New Long-Term Deal With Derrick Rose?
Published March 1, 2012
With Bulls G Derrick Rose signing a new deal with adidas that is for at least 13 years at $200M, there likely are a "few nervous executives" at the company these days, according to Ed Sherman of CRAIN'S CHICAGO BUSINESS. The company is counting on Rose "to perform at a high level for a long time," and there is "no reason to think that he won't add a few more MVP trophies to his first." But he also must "stay healthy." Injuries have "derailed young superstars" such as Twins C Joe Mauer and Penguins C Sidney Crosby. Sherman: "That's why I continue to be perplexed by mega long-term contracts handed out by teams and in Mr. Rose's case, a major sponsor." Regardless, adidas "needs a big star in the near term, and few come bigger than" Rose in '12. He will be a "terrific representative for the company" (CHICAGOBUSINESS.com, 2/29). Meanwhile, ESPNCHICAGO.com's Nick Friedell noted Rose and Magic C Dwight Howard are the "faces of adidas basketball and the company wants to make it clear that it would have no issue if the pair teamed up together in Chicago if Howard decided to join the Bulls at some point down the line." There have been reports "recently that adidas did not want Rose and Howard, their top two basketball endorsers, playing on the same team in the same market." But adidas VP/Global Basketball Lawrence Norman "made it clear that wasn't the case" (ESPNCHICAGO.com, 2/26).