SBD/May 24, 2016/Marketing and Sponsorship

Texans' J.J. Watt Debuts New Reebok Ad Campaign, Rolls Out Official Personal Logo

Texans DE J.J. Watt and Reebok yesterday rolled out their new "Hunt Greatness" advertising campaign that features him "rising in the middle of the night for an intense workout," according to Aaron Wilson of the HOUSTON CHRONICLE. Watt narrates the video, in which he "wakes up at 3:30 a.m. and drives in his pickup truck in the dark to a secluded, spartan gymnasium." A Reebok gym bag is "in the flatbed of his truck" in the commercial. Watt yesterday also "unveiled a new official logo for the Reebok campaign via his official Twitter account." Watt "signed an endorsement deal with Reebok last year." The advertising campaign "will include the launch of signature products featuring Watt from Reebok later this summer and will have content across digital and social platforms and retail activations" (HOUSTON CHRONICLE, 5/24). Denver Post columnist Woody Paige said the new logo "works." But Dallas Morning News columnist Tim Cowlishaw said, “I’m seeing a Wisconsin logo that isn’t quite fully formed." Cowlishaw: "It’s not as cool as Roger Federer, who has the best logo of any athlete anywhere” (“Around The Horn,” ESPN, 5/23). ESPN’s Michelle Beadle sarcastically asked, “Is that the hardest working logo in all of the land?” ESPN’s Max Kellerman: “That logo has a high-motor, high IQ logo right there.” Beadle: “Are you guys just going to pretend like you didn’t hear me say that he thinks that this will improve people’s performance and training? We’re not just going to make fun of (it)?” (“SportsNation,” ESPN, 5/23).
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