Fashion News Dwayne ‘The Rock’ Johnson Introduces Lifestyle Brand Project Rock (Images)
- 5:28:00 PM
- By artstarsky
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As reported by WWD WWE wrestler-turned-actor Dwayne "The Rock" Johnson launched Project Rock with two limited-edition bags designed in partnership with Under Armour today. The line includes a backpack that retails for $99.99 and a duffle bag that doubles as a backpack which retails for $125. Each item is water resistant. Wrestling fans will appreciate that signature Brahma bull is featured not only on the logo but on the duffle as well.
“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.”
The bags are the first items to be released from Project Rock, but additional technology, accessories and apparel will be released later this year.
This deal marks the first time Under Armour has partnered with an actor and could signal a shift in its brand ambassador strategy.
In 2013, Johnson signed 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. However, Johnson is no longer involved with the brand.
You can order from their website here.
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| Wrestler turned Actor Dwayne "The Rock" Johnson Image Credit: Hiram Garcia and WWD |
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| Image Credit: Under Armour |
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| UA x Project Rock Regiment Backpack Image Credit: Under Armour |
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UA x Project Rock Range Duffle
Image Credit: Under Armour
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