Adidas takes its brand to the next level as its NBA superstar, Derrick Rose, returns from a prolonged knee injury. Rose’s new signature shoe, the adiRose 3, has been selling to the markets since the 4th of October this year. Analysts see this new launch as a parallel to former NBA legend Michael Jordan’s signature shoes, as both Jordan and Rose reigned as most valuable players in the NBA on the Chicago Bulls team. The new shoe is launched with Rose’s first ever signature logo and is expected to increases sales that will benefit Adidas.
Lebron James is to Nike as Derrick Rose is to Adidas. The new adiRose 3s will compete with Nike’s newly released Lebron James signature shoes. Adidas’ marketing of the new adiRose 3s has been a well-planned and strategical one as it has invested in Derrick Rose to increase its brand value and name. The new logo ties in three important aspects of Rose’s life: family, basketball, and Chicago; as the three rose petals represent his three older brothers and the number 1 represents his mother and his jersey number. The meaning of the logo makes this product special because it creates a genuine connection with the customers that promotes a lifestyle.
Article Link: http://www.forbes.com/sites/lancemadden/2012/09/13/derrick-rose-unveils-new-adidas-logo-shoes-apparel/