JJ Watt Works Out in the Early Hours in This Intense Reebok Spot

NFL Player Looks Threatening in Dark-Hued Ad

By Alexandra Jardine. Published on May 24, 2016

Editor's Pick

"I'm a hunter, and greatness is my prey," says NFL player JJ Watt as he heads off for an intense early morning workout in this moodily dark-hued spot from Reebok.

The spot, by Iris Atlanta and directed by A Common Future at Unit9, shows the Texans' defensive player rising at 3.30AM and driving off to work out in what looks like a gym hidden in an abandoned warehouse. Hoodie-clad, he looks more like he's off to commit an unspeakable crime than pump some iron, and the narration matches the threatening tone: "I work in the darkness, unseen by those who doubt me," he says. "I'm relentless in my preparation, and soon I'll be coming for them." Scary.

Watt, who signed an endorsement deal with Reebok last year, also revealed a new logo for the Reebok campaign via his Twitter account.

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May 24, 2016
Iris - Atlanta
A Common Future
Production Company:
Executive Creative Director:
Simon Candy
Associate Creative Director:
Lexi Corn
Senior Creative:
Santi Saucedo
Account Director:
Laura Davis
Account Manager:
Jarrette White
Executive Producer:
Michelle Craig
Luca De Laurentiis
Director, Photography:
Pat Scola
Simon Reichel
Sound Design:
Chris Banks
Benjamin Bury
Daniel Bury
Post Production:
MPC London
Richard Fearon

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