Reebok | Made Of Many

Encouraging millennials to overcome adversity with the JJ Watt Reebok shoe.

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Following on from the success of the JJ Watt I & II, Reebok sought a fresh and compelling way to make the third edition of their signature shoe stand out in a crowded footwear market. 

With no unique or new product innovation to talk about, Reebok tasked us with launching a bold campaign that would resonate within the market. 

Introducing, Made Of Many.

Taking inspiration from JJ Watt’s journey to the top, we crafted a campaign to showcase what JJ and his new shoeare really made of. From career-ending injuries to uproar from fans, JJ has overcome adversity to become one of the best defensive ends the league has ever seen. To be this good, you need a shoe that can handle everything that comes with it. 

So, to dismiss all the negativity, bad press and doubts he’s faced, we created a hero film to showcase the shoe as more than just an endorsed product. The new JJ Watt III gives you more in training, allowing you to overcome obstacles and take on the haters when it matters most.

We also produced a range of assets for social, retail and online, including moving content and 2D to support each of the four packs of JJ Watt footwear. All of which went live across Reebok’s and JJ Watt’s channels.


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