Dwayne “The Rock” Johnson has started a lifestyle brand.
Today the WWE wrestler-turned-actor launched Project Rock with two limited-edition bags designed in partnership with Under Armour.
The collection, which is available now on ua.com, includes a backpack that retails for $100 and a duffel bag that doubles as a backpack and retails for $125. Both bags are water-resistant.
“Project Rock recognizes that we are all a work in progress and consistently trying to get better and working harder toward our goals,” 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.”
Earlier this year Under Armour and Johnson formed a multifaceted global partnership that involved a product range, content creation for its Connected Fitness platforms and philanthropic initiatives. This deal marks the first time Under Armour has partnered with an actor and could signal a shift in its brand ambassador strategy. Under Armour’s current roster includes athletes Stephen Curry, Tom Brady, Cam Newton, Misty Copeland, Jordan Spieth, Lindsey Vonn, Andy Murray and Michael Phelps. Similarly, comedian Kevin Hart, who stars with Johnson in “Central Intelligence,” which hits theaters on June 17, recently teamed with Nike on the Hustle Hart cross-training sneaker.
The bags are the first items to be released from Project Rock, but additional technology, accessories and apparel will be rolled out later this year. Some items will be created in collaboration with Under Armour and others will not.
This isn’t Johnson’s first collaboration with an apparel brand. In 2013 he inked a deal with Authentic Apparel Group, the official licensee of the U.S. Army, to be the face of its new contemporary, military-inspired apparel collection that was sold on Zappos.com. Johnson is no longer involved with the brand.