"Ultimate Tag" - the physical competition hosted by Texans star J.J. Watt and his brothers and Steelers teammates T.J. and Derek - premieres at 8 p.m. Wednesday on Fox.
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The network's execs are banking on grabbing the attention of sports fans craving any sort of competition.
"It is much more sport than it is a game show," J.J. Watt told Entertainment Weekly.
The weekly contest, which was filmed last summer, is based on the classic playground game of tag, but it involves opponents going against 18 different "Pro Taggers", who will be regulars on the show reminiscent of the Gladiators on the 1990s hit show "American Gladiators.