Who And Why: All-Star point guard
Times surely have changed. Used to be if you won MVP, the deals followed. Now the deals come first and expectations are sky-high right from the start. For former No. 1 pick Derrick Rose, expected to carry a family, a city and a brand, those expectations were higher than most. He may be rehabbing a torn ACL now, but at just 23 he's already won an NBA MVP, led his Bulls to the NBA's best record, and stood strong as adidas Basketball's most prominent endorser. So far, so good.