Inside Adidas and Derrick Roses Digital Return

If you're a sports fan who spends much time on the Internet, chances are high you've come across something called "The Return of D. Rose." It's a series of web videos, produced by Adidas, that chronicle the return of star point guard and sneaker pitchman Derrick Rose from a major knee injury.

Last week, we did a short rundown of how the player and brand have used the web to turn misfortune into great marketing. More recently, we caught up with Ryan Morlan, Adidas' director of marketing for basketball, for the inside story behind the digital-first campaign.

A star sneaker endorser going down with a serious injury would typically be a brand's worst-case senario. But Morlan says an…
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