Originally written on All Sports Everything  |  Last updated 9/28/12

Photo via adidas

Not too long ago, if the face of a brand succumbed to a devastating injury, said face would be eliminated from said brands marketing plans.  However, transparency is the new name of the game and the relationship between adidas and Derrick Rose is a prime example of that.

Although D. Rose’s ACL injury will keep him sidelined until at least December, adidas isn’t letting that prevent them from making a return on its multi- million dollar marketing investment in the 2011 MVP. Of late, they’ve gone hard showcasing and promoting D. Rose’s road to recovery.  Their latest effort is a newly released :60 spot called “Wake Up”.

The spot takes us back to that fateful day Chicago Bulls’ fans watched their championship hopes slip away in an instant.  The second D. Rose went down, clutching his knee, the Windy City became paralyzed from disbelief and devastation.  No more hopping bar scene.  No more bustling traffic.  No more streetball.  The entire city completely shut down.

Then suddenly, normalcy and hope were slowly restored when D. Rose began hitting the gym and putting in work.  The optimistic ending shows D. Rose walking through the tunnel to the roars of the crowd.

It’s a dope spot. Check it.


“Wake Up” is slated to air on TV starting Oct 4.


via Dime Mag
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