What's in a Name?

Adidas jumps to make NBA star Derrick Rose a brand

Correction Appended: Oct. 26, 2012

Derrick rose of the chicago bulls is often thought to be the heir to Air Jordan. Two seasons ago, he became the youngest-ever league MVP, at 22. Last year, though, he blew out his knee in the first game of the playoffs; the Bulls were blown out shortly after. So when the point guard takes the floor this season, he'll be shouldering huge expectations from Windy City fans.

He'll also be carrying a shoe company on his back. Rose's comeback after surgery and rehab is being supported--if not produced--by Adidas. The German sporting-goods multinational is...

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