When Reebok teamed up with Houston Texans defensive end JJ Watt to design his first training sneaker, the JJ I, we were tasked with developing a campaign to promote the new shoe.
In the crowded athletic footwear marketplace, the JJ I needed to stand out amongst its competitors, while aligning with JJ’s Hunt Greatness platform, and Reebok’s Be More Human brand message. We worked to thoughtfully balance these messages through TV, online, retail and print executions, along with retail activations at select Academy Sports & Outdoor locations.
The Hunt Greatness campaign was built in 3 stages. First we introduced JJ and the Hunt Greatness platform in an inspiring and compelling prologue to the campaign. The second spot announced the tools our hunters would need to hunt and the hurdles they’d need to overcome. Finally, in the final JJ invited hunters of all ages to name their greatness
The Reebok JJ I Trainer ($99 – to match JJ’s jersey) debuted at midnight, ET on July 15. The shoe was completely sold out on Reebok.com within 24 hours