Da Windy City
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Chicago Bulls: Stadium debuts ‘Pooh: The Derrick Rose Story’

By Justin Dukes

CHICAGO, IL - MARCH 25: Derrick Rose #1 of the Chicago Bulls walks to the bench during a game against the Memphis Grizzlies at the United Center on March 25, 2011 in Chicago, Illinois. The Bulls defeated the Grizzlies 99-96. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and/or using this photograph, User is consenting to the terms and conditions of the Getty Images License Agreement. (Photo by Jonathan Daniel/Getty Images)
CHICAGO, IL - MARCH 25: Derrick Rose #1 of the Chicago Bulls walks to the bench during a game against the Memphis Grizzlies at the United Center on March 25, 2011 in Chicago, Illinois. The Bulls defeated the Grizzlies 99-96. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and/or using this photograph, User is consenting to the terms and conditions of the Getty Images License Agreement. (Photo by Jonathan Daniel/Getty Images) /
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Chicago Bulls, Derrick Rose
(Photo by Lennart Preiss/Getty Images for Adidas) /

Adidas at the forefront

Predictably Rose had the most screen time of the documentary, but coming in a close second place, just edging out his mother Brenda was the Adidas brand. Multiple times throughout the documentary the former NBA MVP would be seen at Addidas press events such as the launch of the D. Rose 3. “Pooh” scores points for objectivity in its display of the corporation as a backing force in the trending direction of Rose’s career.

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Avoiding the innuendo any further, ‘The Return’ campaign was launched prior to the 2012-2013 season in hopes of building anticipation for Rose’s return from his ACL tear in the previous season’s playoffs.

“Everybody loves a comeback for sure and the league and the Bulls certainly need Derrick back given the amount of equity that has been built up in him'” said marketing expert and Columbia University instructor Joe Favorito said at the time of the campaign.

“It’s rare that an athlete would allow that type of continuous access during rehab. When he does come back they have certainly started to build a story they can tell.”

The season in the film is referred to as “a disaster” for a multitude of reasons, but most importantly because it served as the stepping off point of Rose from the elite status he once held in the league. ‘The Return’ campaign didn’t harm Rose’s knees, but it did play a part in elevating fan expectations which made the letdown from the coming season that more emphatic.

Rounding out the story, in more recent days as Rose is seen overseas touring for Adidas in the documentary, he notices a slight drop in fanfare in comparison to his MVP season but is more grateful for the people who make up his foundation that he knows won’t be shaken by the ebbs and flows of stardom.

“I hate fame. I’m blessed to have it, but it’s not me” said Rose.

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