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SBD/June 11, 2012/Marketing and Sponsorship
Griffin Appears As Policeman In New Adidas Spot Filmed In Downtown DC
Published June 11, 2012
EARLY BIRDS: ESPN.com’s Kristi Dosh noted adidas and Subway are “wagering their 2012 sales on RG3 before he has thrown an NFL pass,” but what “protects them from making a bad investment on a guy who could flunk this fall?” Marketers evaluate talent “differently than teams do,” and with Griffin, they are “following what we’ll call the four rules of rookie marketing.” It is “odd to say, but Griffin’s deals … might be owed partly to caution rather than to a conviction that he’ll be a superstar.” Companies often “lock up players just to keep them from competitors” (ESPN.com, 6/7).