The teen years and self-doubt seem to go hand-in-hand. There is little doubt that Iris Worldwide’s new campaign for the JJ Watt Reebok sneaker will resonate with Reebok’s younger fans.
The 60-second film launched on JJ Watt’s Instagram page with the caption, Everyone has doubters. It’s whether or not you choose to believe them that controls your destiny. It shows the NFL star confronting his demons, from the uproar from Texan fans when he was drafted to his injuries that would have ended most careers. As the video closes, Watt conquers self-doubt with a confident smile.
The film makes JJ Watt’s shoe a symbol of self-confidence and capability, which aims to give it an appeal for millennials and JJ Watt fans over and above the simple fact that it’s a JJ Watt Reebok trainer.
The full campaign includes a range of imagery for social, retail and online as well as films and GIFs to support each of the 4 packs of JJ Watt footwear.
Creative Agency: Iris
Executive Creative Directors: Rodrigo Butori & Simon Candy
Creative Directors Lexi Corn
Creative Team: Ryan Paladino & Becca Zavorski
Account Team: Simon Yoxall & Kelley English
Agency Producers: Chris Buda
Photographer: David Salafia
Media Agency: Mediacom
View this post on Instagram