SBD/April 8, 2014/Marketing and Sponsorship

Robert Griffin III Becomes Fourth Adidas Endorser To Launch Their Own Logo

Redskins QB Robert Griffin III on Sunday "unveiled a new logo, which has 'RG3' in it," making him the "fourth adidas endorser to have his own logo," according to Darren Rovell of ESPN.com. Griffin joins Rockets C Dwight Howard, Bulls G Derrick Rose and La Liga club FC Barcelona F Lionel Messi as having their own logos. adidas Senior Brand & Digital Marketing Manager Jeremy Darlow said Griffin is one of the few athletes "who transcends style on and off the field." Rovell noted as part of Griffin's deal with adidas, the company "sublicenses phrases from Griffin's company, Thr3escompany LLC." Those include "Go Catch Your Dream" and "Unbelievably Believable" (ESPN.com, 4/7). Redskins coach Jay Gruden yesterday appeared on SiriusXM NFL Radio and addressed Griffin's logo. Gruden said, "If he was spending more time trying to create logos than he was working out and getting himself ready to play, then there’d be an issue. But there’s no issue in my mind." He added, "Nowadays, these quarterbacks and these players in general, they have people do a lot of work for them. They have these managers, these agents, and these commercial people working for them, and they’re doing all the work. I don’t think Robert’s doing any. He’s just signing off on it. Adidas is doing all the logo things for him. So if it’s extra money for him, have at it" (WASHINGTONPOST.com, 4/7).

HOUSE CALL: Likely first-round NFL Draft pick Johnny Manziel last week made headlines for trying to trademark the phrase "The House That Johnny Built," but ESPN’s J.A. Adande said Manziel “should concentrate on football first ... and then worry about all the trademarks and all the advertising things." Adande: "Be excellent at your craft and trust me, all the things that come with it will come with it.” ESPN’s Israel Gutierrez said the trademarks are a "little bit much, really." He added, "All the off-the-field issues that people are talking about with him, this only plays into that. It’s probably not a good look for this to get out right now” ("Around The Horn," ESPN, 4/4). But ESPN’s Tim Hasselbeck said Manziel "isn’t sitting at a desk doing the paperwork and filing the application." Hasselbeck: "This is the team surrounding him” (“NFL Live,” ESPN, 4/4).

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