Source: https://www.youtube.com/watch?v=7IGvNLTQenc
Derrick Rose has been maligned and is now considered a journeyman player who should be signed to the league minimum. The former MVP was the shining star of adidas at a time when adidas didn’t have anyone or anything and the brand was basically dormant. D Rose brought some light to the Three Stripes. He had his problems. He’s not very vocal and of course there were the lingering lawsuits, but ultimately D Rose was a young ball player navigating a difficult career and learning along the way. When you consider the gang roots the dude should be dead, and to many as it relates to basketball he is. Multiple knee surgeries have taken away the explosive, high flying MVP D Rose, but his story is one of perseverance and dedication.
https://www.youtube.com/watch?v=7IGvNLTQenc
His shortcomings are a part of what makes him the flawed hero that represents the common everyday person trying to succeed in small business, or simply trying to wake up and make it to the next day. He’s relatable and adidas is missing every opportunity of building a narrative around him that could inspire and attract people to the brand. I know that the Three Stripes is still making his signature shoe. I also realize that they are more popular in China than in the US. I do realize that no one distributes the shoes and that basketball is trending down, but Rose if he allows himself to be, is an incredible story.
Right now he’s providing the type of numbers off the bench that have kept the Timberwolves in the running during the playoffs. If I’m adidas I put together a spot, not for his basketball shoe, but for adidas as a brand to discuss the rise and fall and then the rebirth after rejoining the familiar (Coach Thib, Retro for adidas). This is not a short term promo either. I have a feeling D Rose will be a solid contributor and an All Star again and if adidas is smart they will have created a narrative that has been there the entire time, not just with a signature shoe, but with a story; a very familiar story that makes us feel…
