Dwayne “The Rock” Johnson has made a name for himself in wrestling and acting, but people who live in the gym are fans of the celebrity for his dedication to fitness. His weightlifting focus has paid off with more than just muscle gains, as Baltimore-based athletic giant Under Armour announced today that it has inked a long-term partnership with the star.
According to the brand, Johnson will work with Under Armour to create footwear, apparel and accessories, and support its Connected Fitness initiatives. The partnership includes developing content inspired by Johnson’s lifestyle, fitness regimen and philanthropic initiatives.
“Dwayne has been a key partner for the Under Armour brand for many years and a key contributor to sports and entertainment as a whole. We are thrilled to have him officially join the UA team,” said Todd Montesano, SVP of strategic partnerships and entertainment for Under Armour, in a statement. “His values and commitment to health and fitness directly align with Under Armour’s brand mission to make all athletes better, and we look forward to working with him for many years to come.”
Under Armour said Johnson will help promote its Connected Fitness platforms, including its HealthBox and Record applications, and help develop product capsules, including footwear, apparel and accessories inspired by the films Johnson is working on. To start things off, Under Armour is set to release a backpack and duffle bag inspired by The Rock initially via its website, with a full launch to follow within a few weeks of its debut at the Under Armour Brand Houses.
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“We wanted to empower as many people as possible to attack their goals, so we partnered with the best innovators in the health-and-fitness business,” Johnson said in a statement. “Together with Under Armour, we will deliver game-changing products to help people chase greatness.”
Johnson will also help support and provide awareness for Under Armour’s philanthropic initiative, UA Freedom, which was formed to inspire, honor and support members of the U.S. military, first responders and public-safety officials.
Although the deal was officially announced today, Footwear News reported in October that the two had started working together, with The Rock announcing via his Instagram account that a deal was in the works.
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