How adidas used digital media to bounce back from near catastrophe
When Washington Redskins quarterback Robert Griffin III's knee collapsed in a wildcard playoff game against the Seattle Seahawks on January 6, 2013, it was clear that the season had ended for the 2011 Heisman Trophy winner and the National Football League Rookie of the Year lock.
It was also a shock to the adidas marketing ecosystem, for which signing arguably the most popular young NFL player had been a bit of a coup.
But the durability of that endorsement partnership suddenly was in question. Indeed, so severe were his injuries – torn ACL and LCL ligaments – that some medical advisors warned that he might never return to the gridiron.