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Reebok Ltd.

J.J. Watt's popularity rivals that of Cowboys' best players, a rarity in the state

Houston Texans defensive end J.J. Watt was featured in back-to-back commercials during ESPN's college football game Monday night. His Reebok ad followed a Gatorade spot.

Watt has signed six other endorsement deals, with one, grocery chain H-E-B, even naming an ice cream flavor "Texans Tackle Crunch" in his honor.

Watt made his acting debut in an Ang Lee-directed film that comes out next year. He presented a CMA in Nashville with Carrie Underwood and an ESPY with Britney Spears. Justin Timberlake taught him an end zone dance. Angels All-Star Mike Trout even asked for his autograph.

Watt made the cover of Texas Monthly this month, with the magazine...