adidas on Thursday announced a multiyear endorsement deal with Packers QB Aaron Rodgers, who will debut new adidas cleats this season and take a lead role in the brand's upcoming marketing campaigns. Rodgers will travel on behalf of adidas to major global sporting events and brand initiatives. He joins a roster of adidas NFL endorsers that includes Eagles RB DeMarco Murray, Seahawks TE Jimmy Graham and Broncos LB Von Miller. Rodgers previously endorsed Nike (THE DAILY). ESPN.com's Darren Rovell noted although adidas "no longer has NFL on-field apparel rights ... the company does have a deal with the league that allows its players to display its logo on the shoes it makes." Pursuing Rodgers represents a change in adidas' strategy, as the company "usually focused its efforts on signing players out of the draft instead of poaching those already signed with competitors." But giving two of the "biggest deals in NFL history," to former No. 2 overall picks Reggie Bush and Robert Griffin III, "didn't work" for adidas (ESPN.com, 9/10). In Portland, Allan Brettman writes the signing "is a coup" for adidas North America President Mark King, who grew up in Green Bay, is a Packers season-ticket holder and -- "even while living for years in California and Portland starting last year -- remains active in the Green Bay community." The signing also "follows the 'Americanized' blueprint King described earlier this year, in which the brand would try to grow its North American market share by spending more money on popular U.S. sports" (Portland OREGONIAN, 9/11).
