The brand said the campaign is inspired by Watt, and it is an extension of its “Be More Human” initiative. “Hunt Greatness,” according to Reebok, encourages people to become better daily through fitness.
“The ‘Hunt Greatness’ campaign goes right to the core of what we stand for as a brand, inviting consumers to Be More Human by pushing their limits every day through fitness. J.J. Watt shares our purpose better than anyone,” David Oksman, head of U.S. marketing for Reebok, said in a statement today. “He gets up every day to Hunt Greatness and never stops trying to improve who he is through training. This is just the start of things to come this summer from Reebok and J.J. Watt.”
The first video — which also features the launch of Watt’s official logo — is built from the campaign’s idea that we are all predators but no longer hunt to eat; instead, we hunt to become our best selves. Watt is the brand’s ideal image of this ideology, as he is known for pushing himself to be the best he could be in every game, practice and training session.
“Hunt Greatness” is not limited to video; Reebok confirmed the campaign will also have digital and social media components, and will have a presence at retail through experimental activations as well.
“Greatness is not something that you can sit back and hope for. It is not something that you can chase. Greatness must be hunted,” Watt said. “When you hunt something, you study your prey, you create a tactical plan and you attack until the mission is accomplished, overcoming any obstacles that may be in your way. Each one of us has our own definition of what greatness is, but we can all hunt together. That is what Reebok and I are teaming up to do with the Hunt Greatness campaign. We are going to give people the tools and the motivation to hunt their own personal greatness.”