Everyone has doubters, but JJ Watt shows he's Made of Many
Reebok and the NFL star embrace negativity and set-backs in a new social spot.
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- Agency iris Worldwide/Atlanta
- Production Company In-House at Agency
- Executive Creative Director Rodrigo Butori
- Executive Creative Director Simon Candy
- Creative Director Lexi Corn
- Art Director Ryan Paladino
- Copywriter Becca Zavorski
- Executive Producer Chris Buda
- Talent JJ Watt
To celebrate the third iteration of the JJ Watt Reebok sneaker, Reebok has released a 60-second spot in which JJ Watt faces the many set-backs he has endured over his career.
From the uproar from Texan fans when he was drafted, to injuries that would have ended most careers, the NFL star has overcome every obstacle to become one of the best defensive ends the league has ever seen.
The campaign, created by Iris Atlanta and produced in-house, is ultimately a statement of intent for the season ahead, dismissing all of the negativity, bad press and doubts Watt has faced before - whilst 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.