Adidas, meanwhile, has used its US associations; for example, in 2009 it organised the Adidas Double-Double Tour in Shanghai, featuring 2009 NBA Defensive Player of the Year, Dwight Howard, and 2009 NBA Rookie of the year, Derrick Rose. The players set out to recruit 50 young players who would help them open the Adidas Brotherhood Center at the popular Xu Jia Hui Street court. The initiative was backed by a major digital campaign, with the players communicating with fans via SMS messaging, photo and video blogging. This content was distributed via Adidas' Chinese site, as well as video site Youku, portal Sohu and social network Xiaonei (since rebranded as Ren Ren).