Derrick Rose had always removed himself from the public eye off the court, keeping his personal life as private as possible. He is humble and laid back and has sought privacy, the type of quiet star that is almost universally embraced. Rose, however, had yet to participate in the ever-growing medium of social media.

In every way, Rose has struck gold with his endorsement deals ever since he entered the league in 2008. From adidas to Wilson, he has climbed to the forefront of companies as the pitchman extraordinaire. And still, Rose had always been opposed to social media outlets. Mostly, Rose was a little fearful of the unwanted exposure a network like Twitter could provide.

As this summer has continued, however, Rose’s camp and sponsors pushed him toward breaking loose from his public shell. While Rose already understood the pros and cons that come with public revelation, those close to him mapped out how to take full advantage of social platforms to reward the fans most loyal to him.

The first target on which Rose and his group connected was Twitter, making their presence felt by revealing his account minutes before Team USA’s gold medal win over Spain on Sunday. Through his first hour on Twitter, Rose boasted a 30,140-followers-per-hour pace. No, Rose hadn’t suddenly become the social outlet’s No. 1 fan, but he recognized its potential to spread the message as he returns from a torn ACL.

Two days later, Rose posted a picture of himself on Twitter at the Chicago Bulls’ practice facility, his eyes focused on the basket and his body in a free throw stance. Then on Wednesday, adidas debuted “The Return of D Rose,” a multi-episode documentary that will be showcased over the next few months. The first spot lasted one minute and showed footage from Rose’s workouts in both Chicago and Los Angeles. For now, the plan is to roll out six more trailers in the coming months, according to Madeline Breskin, an adidas public relations representative.

From exclusive workout videos captured at Athletes’ Performance facility in Los Angeles to unveiling new products to a behind-the-scenes look into Rose’s personal life, Twitter’s wide reach and adidas’ marketing prowess will help give it all. Looking back, Rose had never imagined entering this unchartered territory – giving away this much of his off-camera life.

As Breskin told RealGM, “Never before has he granted access to fans in all aspects of his life. [It’s] unprecedented access.”

With Rose a long way from returning to action, everyone surrounding him knew that placing him in the social media world would restore some of the shine lost when he blew out his knee. For his part, Rose told CSNChicago.com in his first extensive interview since the gruesome April 28 injury that the injury is going to make him push harder.

Rose called his injury “the closest I’ve gotten to death,” but he acknowledged it allowed him to take a step back and let his family handle some day-to-day responsibilities. Over his career, Rose has known just one intensity level. Now, he is in the formative stages of learning how to fully take care of his body, his 6-foot-3, 190-pound athletic specimen.

Yet it remains unclear when Rose will come back from the injury. There had been a sentiment gaining traction earlier this month that the Bulls could potentially hold out Rose the entire season if they are in the midst of a lost year in 12-13, and chairman Jerry Reinsdorf vehemently told a local radio station last week that he won’t rush Rose back. In fact, Reindorf was adamant in comparing Michael Jordan’s fractured foot in 85-86 to Rose’s current situation, claiming he won’t make the same “mistake” this time around.

Contrary to the belief in some circles, it is not members of Rose’s camp that are moving forward with heavy caution, but Bulls' officials such as Reinsdorf attempting to temper expectations of a comeback next season. Over the past week, Rose and his sponsorship partners have countered, unleashing waves upon waves of renewed hope for “The Return,” as the adidas’ marketing slogan calls it.

For years, Rose was so opposed to joining the public exposure social media brings. He understands how fragile an athlete’s reputation can be, but this opportunity to again permeate through the NBA’s landscape was ready to be seized. Rose promises nothing about his personality will change as he enters the interactive world.

As other athletes are out trying to sell shoes, Rose has fixated himself on marketing just one idea in a realm he’d never imagined entering: His return from a closest-to-death experience.