JJ Watt is a man with a reputation. He’s infamous for the intensity at which he trains and admired for the obstacles he’s overcome to get to the top. But we’ve already heard that story.

We wanted to use the launch of the JJ III Reebok sneaker lineup to show a different side of the brand and the defensive end. And with each of the sneakers dedicated to a different stage in JJ’s life, we had the perfect platform.

The Made of Many campaign turned each shoe drop into a statement: Every obstacle is an opportunity. You can let it break you or make you.

Our team was at the helm for everything from initial ideation and naming the shoes, to shoot production and final execution for social, digital, and retail. The campaign not only revealed an unexpected story that generated buzz, but also achieved excellent sales numbers for the brand.