A. J. Brown shuts down backlash over reading "Inner Excellence" book on sidelines during Eagles-Packers playoff clash

Philadelphia Eagles wide receiver A.J. Brown recently found himself at the center of attention. He was spotted reading the book Inner Excellence by Jim Murphy on the sidelines during the team’s Wild Card playoff win over the Green Bay Packers on January 12, 2025.

While some fans and analysts praised the All-Pro wideout’s focus and mental preparedness, others found it hilarious.

In response to all the reactions on social media, Brown addressed the buzz stating:

"None of that stuff really matters. I'm going to continue to be myself. I'm not pretending, it's not a facade or anything," Brown said. "Who cares who don't like it? I'm a three-time All-Pro... Most importantly I go out there and do my job, so all the other sh*t just don't matter."

Brown further mentioned that the book is more than just a sideline distraction — it’s part of his quest for peak performance.

“Y’all just caught me at that time. I’m doing it every drive, you know, regardless of, like I said, if I score a touchdown or drop a pass; that’s something how I refocus."

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A.J Brown adds himself to long list of pro athletes inspired by Inner Excellence

The book Inner Excellence focuses on achieving peak performance through mental clarity and composure under pressure. Per Sports Illustrated, Author Jim Murphy was almost broke and nearly $90,000 in debt following the completion of the book until things started to come together suddenly for him.

“I got a message from a golf caddy in Ireland one day and he says, ‘Can you talk to my friend [PGA Tour golfer] Henrik Stenson? He needs your help.’ So I fly to Sweden and meet with him. Then a few weeks later, I get a call from Hunter Mahan [also a PGA Tour golfer]. After that, I got a call from David Novak, the CEO of Yum Brands! (KFC, Taco Bell, Pizza Hut) and he said he sent my book to all his executives around the world,” he said.

Murphy, a performance coach and former minor league baseball player, expressed surprise and gratitude for the sudden surge in interest following Brown’s public reading.

“It’s been a pretty amazing night,” he remarked. “I’m very grateful, and I’m looking forward to talking with A.J. about it."

Brown's viral moment made a massive impact on the book’s popularity. Before the game, Inner Excellence ranked 523,497th on Amazon’s best-seller list. Following the broadcast, it skyrocketed to the number one spot, reflecting a 52,349,600% increase in sales.

As the Philadelphia Eagles keep their Super Bowl bid alive, Brown’s approach to maintaining focus serves as a reminder that success on the field is as much about mental resilience as it is about physical prowess.