SBD/August 16, 2012/Marketing and Sponsorship

Names & Faces: adidas Launches "Return Of D Rose" Campaign

In Portland, Allan Brettman wrote Bulls G Derrick Rose "is going to come back and Adidas will be at his side every step of the way." That message "is clear" from a marketing campaign that adidas launched yesterday with a YouTube video announcing "The Return of D Rose." The video is a "teaser for a multi-episode documentary that debuts worldwide next week on the Adidas Basketball Facebook page." The documentary "gives fans a behind-the-scenes, exclusive and authentic look" at Rose's recovery. The campaign is "a classic turn-lemons-into-lemonade." Brettman: "What better way to demonstrate the benefits of Adidas footwear and apparel than to have the company's star endorser wear the stuff and train and get better?" (OREGONLIVE.com, 8/15).

CAUSE & EFFECT: ESPN.com's Darren Rovell noted after NFL free agent Chad Johnson was released by the Dolphins on Monday, his "difficult week continued Wednesday, as coconut water brand Zico dropped the wide receiver from its endorsement roster." Zico in a statement said, "In light of recent events involving Mr. Johnson, we have decided to terminate our relationship. The values we espouse, through our employees, our customers and our brand, are central to our mission. We have taken this proactive step to demonstrate just how important those values are." Rovell notes it "is not clear whether the company had the right to terminate Johnson with cause or is still paying him." Reebok Corporate Communications Manager Daniel Sarro said that he "was still under contract with the company" (ESPN.com, 8/15).

HE'S SO SMOOTH: In New Orleans, Nakia Hogan noted Smoothie King has announced a partnership with Saints TE Jimmy Graham "to bring products and promotions" to the region. Graham's likeness "will appear across multiple local channels including Smoothie King advertising, giveaways, retail items, merchandise and limited time offers" (NOLA.com, 8/15).
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