J.J. Watt‘s intent of promoting his own shoe line through putting down Lonzo Ball‘s Big Baller Brand shoes comically backfired, as Twitter came down on him with its usual roast.

The Houston Texans defensive end promoted his signature Reebok shoe line on social media at the coattails of all the attention Ball has been getting for wearing different brands on-court and during workouts — taking an immediate dig at the hefty price tag and the fact that he actually wears his own sneaker line.

It didn't take too long for Watt himself to feel the wrath of Twitter after making that post.

https://twitter.com/VRNESTX/status/885724292700225541

https://twitter.com/APirruris/status/885671185115041794

https://twitter.com/iantoniojohnson/status/885653538356862976

And of course, all the military jokes were soon to drop right back on Watt's head.

Maybe next time Watt will make sure his shoes will actually attract customers with its design.

Ain't nobody payin' $99 for that.