How Derrick Rose Is Staying Top of Mind -- From the Sidelines

Injured Bulls Point Guard Keeps Brand Strong With Campaigns for Adidas, Giordano's, More

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He may be on the bench for a few more months -- if not the entire season -- but Chicago Bulls point guard Derrick Rose is trying to stay almost as visible as when he was on the basketball court.

180la="" 2011-2012="" 2012-2013="" 2k="" 76ers="" a="" about="" acl="" actually="" adidas="" advertising="" against="" agency="" align="left" alongside="" also="" an="" and="" area.="" around="" as="" aside="" at="" back="" be="" been="" before="" being="" beneficial="" blake="" bought="" bulls="" but="" by="" campaign="" caption="/><p> Not only is he playing off his injury in TV commercials for the D Rose collection shoe from Adidas, but he is featured in the latest " chain="" championship.="" chicago-based="" class="medium" come="" consulting="" could="" created="" d="" disbelief="" do="" documentary-style="" doing="" durant="" during="" endorsement="" entire="" even="" every="" extends="" fans="" fellow="" few="" final="" firm.="" first="" focused="" for="" from="" frozen="" game="" gets="" going="" griffin.="" has="" hashtag="" have="" he="" him="" his="" hoped="" hurt="" ieg.="" if="" image="http://%%img_server%%/images/bin/image/medium/1112p12--Rose-Giordanos.jpg" in="" in.="" include="" injured="" injury="" installment="" intense="" is="" it="" jim="" keep="" kevin="" launch="" length="" letting="" like="" ll="" local="" long="" many="" marc="" means="" might="" mr.="" nba="" not="" of="" on="" online.="" only="" out="" p="" pain="" philadelphia="" pizza="" player="" players="" playoffs="" president="" recently="" rehabilitation="" rose="" running="" s="" said="" season.="" seem="" seen="" senior="" sensitive="" series="" setback="" shoe.="" short="" shortly="" show="" showcase="" sidelined="" snippets="" so="" some="" sponsors="" sports-business="" spots="" stake="" stars="" strategy="" t="" that="" the="" theme="" thereturn="" this="" to="" tore="" turning="" unique="" unlike="" up="" video="" videos="" vp-content="" want="" ways="" week.="" well="" were="" when="" which="" will="" with="" workouts.="" you="" young="" />

Mr. Rose has a lot of reasons for wanting to stay top of mind: He brought in about $18 million from endorsements this year, according to IEG. That makes him the third-highest endorsement earner in the NBA, trailing only LeBron James at $33 million and Kobe Bryant at $28 million. Beyond Adidas and "2K," Mr. Rose's partners include Powerade, Wilson and headphone company Skullcandy.

He's known by about 37% of overall U.S. consumers, and of those who know him, about 88% say they like him to some degree, according to the Marketing Arm's Davie Brown Index, which quantifies awareness, influence and other celebrity attributes. Mr. Rose had the No. 1-selling jersey in the NBA for the year ended in April 2012, and he was named the league's MVP in May 2011.

Lack of exposure might have some impact on his earning potential, but that 's hardly the case now. "He's so young and so visible in such a great market that there's an expectation that he's going to come back big," said Mr. Ganis.

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