Adidas America scored a major coup this week with the signing of football star Reggie Bush to a multiyear deal as a celebrity endorser. Bush is a Heisman Trophy winner and was the star running back
for the University of Southern California. He is expected to be chosen as the No. 1 draft pick in the upcoming National Football League draft. Under terms of the deal, Bush will appear in several
marketing and advertising initiatives and "will play a role in the development of Adidas football and training-specific apparel and footwear," the company said. A Reggie Bush signature shoe line is
expected next year. One of his first assignments will be to promote Adidas' Power Web Compression apparel, which is designed to "decrease chances for injury, improve core strength and position an
athlete's body for better athletic form and technique," per the company. Financial terms were not disclosed, but Adidas spent more than $60 million on media in the U.S. in 2005, per Nielsen
Monitor-Plus. The company's roster of athletes who serve as endorsers include David Beckham, Tracy McGrady, Kevin Garnett and Andre Agassi.
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