Philadelphia Eagles wide receiver A.J. Brown didn’t score any touchdowns in his team’s playoff victory over the Green Bay Packers—but he did score a viral moment, with some help from author Jim Murphy.

Brown was spotted on the sidelines reading a copy of Murphy’s self-help book Inner Excellence: Train Your Mind for Extraordinary Performance and the Best Possible Life during the game on Sunday, NBC News reports.

Murphy’s book, first published in 2009, contains “exercises, techniques and tools…that will improve every area of your life,” according to its Amazon page. It has blurbs from several athletes and coaches, including Stewart Cink, the golfer and eight-time PGA Tour winner.

Brown told reporters at a postgame press conference that he uses the book to refocus.

“I always revert back to the beginning of the book,” he said. “It states if you can just have a clear mind and remember that nothing else matters, clear conscience, nothing matters negative or positive. You’re willing to take risks. It also says if you’re humble, you can’t be embarrassed.”

A video clip of Brown reading the book was shared widely on social media. On the platform X, broadcaster Mike Golic Jr. wrote, “so many Philadelphia school teachers are about to have that picture of AJ Brown reading up on the board in their classroom.”

And the NFL Memes account used the moment to take a shot at Green Bay, writing, “Packers are so ass AJ Brown started reading a book mid game.”

Murphy reacted to the clip, telling Sports Illustrated, “It’s been a pretty amazing night. I’m sitting here in a hotel by myself. I was like, What’s with all these messages? And then I saw what happened and I’m like, Oh my God, that’s crazy. Really neat.”

It turns out that readers take Brown’s taste in books seriously. As of Monday morning, Inner Excellence was the No. 1 ranked book on Amazon.

Michael Schaub is a contributing writer.