Sportswear company Adidas has provided the world with some of the coolest-sounding brand slogans ever. Who could forget their "Impossible Is Nothing" campaign? Branded as one of the most memorable slogans in the corporate landscape, the words were derived from a quote by boxing legend Muhammad Ali and became Adidas' mantra from 1974 to early 2011.
Fast forward to the present, Adidas has a new tagline created specifically for the Derrick Rose line - "Never Break".
It is simple, easy to remember and say. It should be easy to digest, except for one glaring problem - it's too awkward.
Derrick Rose is one of the league's injury prone athlete. The Chicago Bulls point guard and 2011 NBA MVP has been riddled with health issues that significantly hampered his career up until the present.
In the first round of the 2012 NBA Playoffs, Rose suffered a torn ACL in his left knee in a game against the Philadelphia 76ers. After undergoing a knee surgery, Rose's extensive rehabilitation caused him to miss the whole 2012-2013 NBA season. The guard's return for the 2013-2014 NBA season was shortlived as Rose injured his right knee meniscus in November 2012 in a regular match agains the Portland Trailblazers. He missed the remained of the season as well.
Last season was an improvement for Rose's status as a basketball player and a brand endorser. Although he missed 30 games, the Chicago Bulls managed to make it to the Eastern Conference semi-finals where they were eliminated by the Cleveland Cavaliers.
With the NBA 2015-2016 season just a few days away, Rose announced that he might miss the opener due to a fractured left orbital bone, The Score reports.
While the new Adidas's slogan may celebrate Rose's resilience and determination to play high level basketball even with the difficulties he is facing, Nick Schwartz of USA Today opined that "slogan almost invites critics to respond with memes and jokes about his (Rose's) history of injuries."