Adidas is aiming for success similar to Nike's Air Jordan with a new product launch called the D Rose 3, designed especially for Derrick Rose of the Chicago Bulls. The NBA player became a popular household name, particularly among basketball fans, due to his incredible skill on the court. Believed to be responsible for the Bulls' success this past year, his shining moment was cut short by a late-season injury that crippled him for the rest of the season. Adidas has launched the product in conjunction his return, likely to garner attention for the shoe by drawing support from his popularity and success.
This product seems to be an attempt by Adidas to keep up with Nike's scorching success by utilizing an extremely popular athlete as an endorsement for their product. In Nike's case, Michael Jordan served as the celebrity endorsement for the Air Jordan shoe. It has been an incredibly successful launch, and Adidas took note of this by using Derrick Rose as their product endorser. While he doesn't carry quite the same cache as Michael Jordan, he is undoubtedly one of the most popular and successful players in the NBA right now. If Nike's history has proved any point, it seems that Adidas is making a smart move with the D Rose 3. Regardless of the shoe's actual quality, athlete endorsements can be very effective when chosen well.
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