Dwayne Johnson introduces lifestyle brand

Dwayne Johnson, a.k.a. The Rock, can now add a new line to his resume after professional wrestler and actor. The film star has launched Project Rock, an apparel line which currently includes two limited-edition bags designed in collaboration with Under Armour.

The collection, which is now available on ua.com, includes a backpack that retails for 100 dollars, and a duffle bag that doubles as a backpack for 125 dollars. Both of the 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 to WWD. “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.”

Dwayne "The Rock" Johnson introduces lifestyle brand in collaboration with Under Armour

Recently, Under Armour and Johnson formed a global partnership which includes a product range, content creation for its fitness platforms, and philanthropic endeavors. This is the first time that Under Armour has entered a partnership with an actor, perhaps indicating that they could be moving toward a more celebrity focused brand ambassador strategy. The brand's current roster of athletes includes basketball player Stephen Curry, football players Tom Brady and Cam Newton, golfer Jordan Spieth, ballet dancer Misty Copeland, skier Lindsey Vonn, tennis player Andy Murray, and Olympic swimmer Michael Phelps.

The bags are the first items released from Project Rock, and additional technology, accessories, and apparel will be rolled out later this year. Several items will be done in collaboration with Under Armour, but others will be independent from them.

It seems increasingly normal nowadays for actors to dip their hands into the fashion pool. Just look at what Gwyneth Paltrow has done with Goop, and what Sarah Jessica Parker has done with her shoe collection at Bloomingdale's. Actor isn't enough for screen stars resumes anymore, your name has to be behind some type of apparel as well. Johnson has found his place on the actor/fashion bandwagon with his new lifestyle line.

Photo:thefilmstage.com

 

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