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Creative

Reebok and JJ Watt Embrace Setbacks in Empowering Sneaker Ad

The NFL star embraces negativity to celebrate the third edition of the JJ Watt Reebok sneaker

Reebok and JJ Watt Embrace Setbacks in Empowering Sneaker Ad

Reebok and NFL star JJ Watt are embracing negativity and setbacks in a new campaign from Iris to celebrate the third iteration of the JJ Watt Reebok sneaker.
In the 60-second spot, we see JJ 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 - whilst also showing that Reebok has created a shoe that can handle every one of these setbacks; 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. There is also moving image content (films and GIFs) to support each of the four packs of JJ Watt footwear.
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Client

Advertiser: Reebok

Media Agency

Media Agency: Mediacom

Creative Agency

Creative Agency: Iris

Executive Creative Director: Rodrigo Butori, Simon Candy

Creative Director: Lexi Corn

Creatives: Ryan Paladino, Becca Zavorski

Producer: Chris Buda

Account Team: Simon Yoxall, Kelley English

Photographer: David Salafia

Category: Clothing and Fashion , Shoes

Genre: People