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SBD/February 20, 2013/Marketing and Sponsorship
RGIII Responds To Backlash After Adidas Launches "All In For Week 1" Campaign
Published February 20, 2013
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WHO IS IN CHARGE? Columnist Kevin Blackistone wondered who is "running the program" concerning Griffin's recovery -- adidas or the Redskins? Blackistone: "All of a sudden this seems like this is something programmed for a commercial to sell more adidas paraphernalia wrapped in this campaign about whether he can get back.” This comes after adidas last fall launched a campaign around Rose "that was all about him getting back, and he hasn’t come back yet." ESPN’s Pablo Torre said it is a "good thing when an athlete can capitalize on a horrible event" like blowing out a knee. However, Torre added, "Using the term ‘blow it up’ when you did just blow out your right knee maybe not the best marketing synergy there” ("Around The Horn," ESPN, 2/19).