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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
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).