"It's nice," says Joe Burrow, Cincinnati Bengals QB, on his viral heartthrob status while leading BODYARMOR’s latest campaign

Joe Burrow isn't bothered by the internet’s crush on him. In fact, he's pretty chill about it. The Cincinnati Bengals quarterback, now 28, recently featured in a new BODYARMOR advertisement, taking the moment to talk openly about how he deals with the attention he receives online.
In a conversation with PEOPLE, Burrow admitted he's noticed a shift in perception. "It's been interesting to see how the perception of me has changed over the years," he said. He's noticed becoming something of a heartthrob in recent times—something he didn't anticipate earlier in his career or life. Burrow openly shared, "It definitely doesn't make me feel bad. So I don't pay attention too much to it, but sometimes it's nice."
Clearly, the Bengals star is taking the attention in stride, accepting the newfound admiration without letting it consume him. But beyond being just another NFL poster boy, he's found a way to genuinely connect it to his professional mindset through his latest partnership.

Joe Burrow’s latest collaboration with BODYARMOR is more than just another athlete endorsement. The "Choose Better" campaign aligns with Burrow’s authentic, no-nonsense approach to self-improvement. He openly emphasizes his belief in daily progress, something the brand strongly echoes in its new ads.
"I always try to choose partners with messaging that you would be putting out regardless," Burrow told PEOPLE, clearly explaining why BODYARMOR resonates with his philosophy. "So when I heard about the campaign, I knew it aligned perfectly with how my mindset has shifted the past couple of years."
The ad also prominently features Burrow alongside other top athletes, including WNBA star Sabrina Ionescu, Edmonton Oilers captain Connor McDavid, and Dallas Cowboys receiver CeeDee Lamb. He appreciates this variety, highlighting the diverse talents BODYARMOR assembled to drive their message home.

Joe Burrow might be getting comfortable with his celebrity status, but he's keeping it very low-key in his downtime. During the offseason, rather than strictly football or flashy leisure activities, Burrow revealed he's into physics podcasts. He casually listed Lex Fridman and David Kipping as favorites, surprising fans used to NFL quarterbacks sticking to sports shows.
Off the field, Burrow remains invested in personal growth, emphasizing a consistent routine rather than focusing on one specific skill set. His mindset is clear: consistent, incremental improvement over flashy overnight success.
He’s also grateful for the Bengals' moves this offseason, particularly securing Ja'Marr Chase and Tee Higgins to long-term deals. Burrow has previously emphasized the importance of keeping these players in Cincinnati, recognizing their impact on the Bengals' offensive dynamic. He openly supported restructuring his own contract if it meant keeping Chase and Higgins around, further solidifying his role as a team-first leader.
In short, Joe Burrow’s handling fame like it’s just another part of his professional journey, staying authentic, relatable, and refreshingly human. His latest BODYARMOR spot doesn’t feel forced—it matches exactly who he is on and off the field.
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