If Nike is still winning the all-important influence wars, Under Armour is gaining traction, and not too far behind. Boasting reigning NBA MVP Stephen Curry and the likely NFL MVP in Cam Newton on their roster, the brand has announced a brand-new partnership with Dwayne “The Rock” Johnson. The international movie star and former WWE World Heavyweight Champion will work hand in hand with the performance brand to create a range of products across footwear, apparel and accessories as well as support Under Armour’s Connected Fitness initiatives.
This multifaceted partnership will include the collaborative development of original content, inspired by the actor’s lifestyle, fitness regimen, and philanthropic initiatives. Johnson will play an integral role in the promotion of Under Armour’s Connected Fitness platforms including the recently debuted Under Armour HealthBox™ and Record™ application.
Additionally, the brand will develop product capsules including footwear, apparel and accessories inspired by the films Johnson is currently working on. The first product capsule will feature a Rock-inspired backpack and duffel bag that will launch on UA.com and be available in select Brand Houses in the next few weeks.
“We’ll also help continue to build UA’s philanthropic initiative: UA FREEDOM, created to inspire, honor and support members of the US Military, First Responders and Public Safety Officials,” The Rock said on Instagram. “The most motivating factor of this whole thing is it will always come down to me and all of you ’round the world, waking up every morning, punching that clock and putting in the hard work with our own two hands,” he declared. “Let’s roll and have some fun along the way.”
IT’S OFFICIAL: Proud to announce our global partnership with @underarmour. A landmark deal where we’ll create the “DJ INSPIRED SERIES” of footwear, apparel & lifestyle wear for men, women and kids to chase your greatness daily. As well as support UA’s Connected Fitness initiatives. Another cool component to this deal is we’ll create product capsules in footwear, apparel and accessories inspired by the films I’m working on and the characters I’ll play. FOR EX: We’re creating innovative swimwear and cool INSPIRED SERIES rash guards I’ll be saving lives in, while trying not to trip when running in slo-motion down the beach in our big action comedy of BAYWATCH to the technologically advanced INSPIRED SERIES HOBBS gear, that he’ll kick that ass in, when we film FAST & FURIOUS 8. And here’s the best part of it all.. yes, we’ll create cool and innovative apparel, footwear and accessories for you guys to rock and hopefully be inspired by – but we’ll also help continue to build UA’s philanthropic initiative: UA FREEDOM, created to inspire, honor and support members of the US Military, First Responders and Public Safety Officials. This deal’s been years in the making and as you can now see it’s a game changer and never been done in Hollywood. And to me, the most motivating factor of this whole thing is it will always come down to me and all of you ’round the world, waking up every morning, punching that clock and putting in the hard work with our own two hands. Let’s roll and have some fun along the way.. #UA #DJ #IWill #BloodSweatAndRespect 💯👊🏾 * Link is in my bio.
Photo Credit: Under Armour