Source: Reebok and JJ Watt Debut the JJ IV Training Shoe
Actually, it isn’t really unlikely. Reebok took the time to drop sections of an interview between Allen Iverson and JJ Watt. On the surface, Watt and AI have very little in common. JJ Watt isn’t exactly a rabble rouser who pushed the envelope of a league. He’s 6-5 and AI is kind of 6-0. AI’s background is filled with the difficulty of being a Black kid in America and his story is that of the current struggle being fought by social injustice programs. AI is a survivor who triumphed against incredible obstacles.
Shoe features:
- Flexweave® woven textile upper provides resilient stretch and targeted support at key performance areas
- Modernized webbing system contains mid-foot to enhance fit
- Fingerprint-inspired multi-directional flex groove sole provides superior durability and traction, while also bringing to life Watt’s personal desire to leave his mark on the game
- ‘Question’ inspired toe cap design
- Watt’s signature “Dream Big, Work Hard” motto on laces
In the interview with AI the connection between the athletes is made clear. For those of us who have rocked with AI since he crossed up Michael Jordan and made the Questions iconic, we already knew why a Watt and AI mash up makes sense. AI was a better football player than he was a basketball player. In the interview Iverson delivers a bit of info I never knew about the Question. The shoe is based on how AI used to spat his cleats.
Lately Reebok has tied it’s current endorsers to the past in celebration of sport. The Question x Harden arrived a month ago and now this connection to JJ Watt. It’s a smart play, but this wouldn’t be arch-usa if I didn’t discuss missed opportunities.
Missed Opportunities in Marketing
JJ Watt and his brothers recently hosted an exciting new shoe built to mimic the American Ninja Warrior series and the recent success of The Rock’s Titan Games. The show was a watered down version of Chase Tag. The show was titled Ultimate Tag:
Understandably, the show arrived without sponsors. The Titan Games arrived last year in a similar fashion. As the show proved successful this last season The Rock actually wore his Under Armour products throughout and UA had some semblance of sponsorship. This is critical as kids and adults are not as engaged in traditional sports as the U.S. once was.
World Chase Tag, which launched in 2016 is currently a niche sport, but in 4 years the league has attained 791,000 subscribers on YouTube. Their most popular video, released a year ago, has 38 Million views. Their most recent, 3 months ago, has 49,000. In my strategy ‘Niche Out’ I state clearly that the world views sports in digital chunks and that a niche sport can be just as strong of an influencer as a mainstream, traditional sport. Reebok has had a number of issues with CrossFit sponsorship, but their sponsorship of Fox’s Ultimate Tag should be imminent, or they should consider sponsoring a team in the World Chase Tag league.
What do you think of the Watt x Iverson JJIV? Have you heard of Ultimate Tag? Is there an opportunity here for Reebok? Use the source links to visit the sites and