Reebok and NFL star JJ Watt are embracing negativity and set-backs in this new campaign, to celebrate the third iteration of the JJ Watt Reebok sneaker.
In a 60-second spot, we see Watt faced with the many setbacks he has endured over his career – from the uproar from Texan fans when he was drafted, to his injuries that would have ended most careers. Yet, he’s overcome every obstacle to become one of the best defensive ends the league has ever seen.
The campaign is ultimately a statement of intent for the season ahead, dismissing all of the negativity, bad press and doubts JJ Watt has faced before - while also showing that Reebok has created a shoe that can handle every one of these set-backs; a sneaker that gives you more in training, allowing you to overcome obstacles and take on the doubters when it matters most.
Posted on the star’s Instagram page with the caption “Everyone has doubters. It’s whether or not you choose to believe them that controls your destiny.”, the campaign also includes a range of 2D imagery for social, retail and online. Plus moving image content to support each of the four-packs of JJ Watt footwear.
Client - Reebok
Creative Agency - Iris
ECD – Rodrigo Butori, Simon Candy
CD – Lexi Corn
Creative Team - Ryan Paladino, Becca Zavorski
Account Team – Simon Yoxall, Kelley English
Agency Producers – Chris Buda
Photographer – David Salafia
Media Agency - Mediacom