It was an emotional day for Derrick Rose.
The Chicago Bull and Adidas endorser, who’s recovering from a torn ACL injury, shed tears at the announcement of his new signature collection with the brand.
“It’s truly a blessing with everything going on in this city, that a kid from Englewood has something positive going on,” Rose said at the press conference in Chicago, referring to a local teacher’s strike.
The player’s expanded collection, which hits retail on Oct. 4, will include a redesigned signature basketball shoe, apparel and accessories. Earlier this year, Rose signed an extended multiyear endorsement deal with Adidas for a reported $200 million.
“Launching the new D Rose logo is a historic moment for our partnership,” said Lawrence Norman, Adidas VP of global basketball. “The premium and personal style and high performance elements of this collection represent the future of our product direction with Derrick Rose.”
Rose may not be able to hit an NBA court anytime soon, but Adidas has found creative ways to promote the upcoming product range and their star player through a new online documentary series called “The Return.” Norman said there’s an opportunity to do brand storytelling, even though Rose won’t be seen playing for the Bulls at the beginning of the season.
“We talked two weeks after the injury,” Norman said. “We have a new and incredible story about a local kid from Chicago who comes back from injury and takes the Bulls to the next level.”