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SBD/February 13, 2013/Marketing and Sponsorship
D-Rose "Loves" Injury-Related Ad, While Columnist Questions Role Of Adidas, WMG
Published February 13, 2013
TOO CORPORATE? In Chicago, David Haugh writes Rose's comments in his interview with USA Today "raised questions that go beyond the stability of his knee." Questions about whether the "humble hometown hero from Englewood has gotten lost somewhere amid a corporate marketing campaign packaging him." Questions "about how much control the Bulls really have over a player they have invested" $95M in -- or $165M "less than adidas invested." Nothing that Rose "has said or done during his rehabilitation has happened by accident." adidas turned Rose's recovery "into a slick six-part commercial for its pitch man." Haugh: "When first reading Rose's quote Tuesday about 'not coming back until I'm 110 percent' I admit to wondering if those words would be part of an upcoming ad campaign, complete with Twitter hashtag: #110percent." The "broader issue involves how much influence" Rose's agent B.J. Armstrong and others at Wasserman Media Group "will wield in determining whether Rose returns in late February or March or waits to re-launch his career next fall" (CHICAGO TRIBUNE, 2/13).