Dwayne "The Rock" Johnson has teamed up with Under Armour to launch his own lifestyle brand, Project Rock. While the collaboration was first announced in January, the first products, a pair of durable bags suitable for the gym, were unveiled this week.
Developed with the help of Under Armour agency Droga5, Project Rock is being positioned as a "motivational lifestyle brand" which will help people achieve their goals and "achieve greatness" (the campaign hashtag is #ChaseGreatness.) That's quite a statement, and one which Johnson explains further in the official release:
"Project Rock recognizes that we are all a work in progress, consistently trying to get better and working harder toward our goals. Understanding the grit, grind, and sacrifice, I wanted to find a way where I can embark on a journey with others, to inspire them to constantly chase their greatness no matter the intensity" said Johnson. "That's why partnering with Under Armour made so much sense, they embody the idea of this constant growth and progression, and together we want to help push people through their own ongoing pursuit of innovation: mind, body, spirit."