Dwayne Johnson Wants to Help You Achieve Greatness With His 'Project Rock' Brand

Droga5 Helped Develop Collaboration With Under Armour

By Alexandra Jardine. Published on Mar 03, 2016

Editor's Pick

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."

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Mar 03, 2016
Dwayne Johnson/Under Armour
Creative Chairman:
David Droga
Neil Heymann
Senior Copywriter:
Chris Colliton
Senior Art Director:
Kevin Weir
Executive Design Director:
Rob Trostle
Director of User Experience:
Daniel Perlin
Associate Design Director:
Devin Croda
Chief Creation Officer:
Sally-Ann Dale
Head of Interactive Development:
Niklas Lindstrom
Executive Interactive Producer:
Justin Durazzo
Interactive Producer:
Alex Smith
Head of Broadcast Production:
Ben Davies
Associate Broadcast Producer:
Stephanie Hill
Business Affairs Associate Director:
Matthew Friday
Global Chief Strategy Officer:
Jonny Bauer
Head of Brand Strategy:
Chet Gulland
Director of Brand Influence:
Matt Gardner
Global CEO:
Sarah Thompson
Global Alliance Director:
Nick Phelps
Associate Alliance Manager:
Ethan Lewis
Account Manager:
Josh Freeland
Senior Project Manager:
Anika Chowdhury
Director of Technology:
Andy Prondak
Technical Lead:
Joachim Do
Quality Assurance Lead:
Alexis Gepty
D5 Studios
Music and Sound Design:
Comma & Particle
Lauren Pecorella
Additional Sound:
Jingle Punks
Website Production:
We Are Wild
Dwayne Johnson
Client Management:
Dany Garcia @The Garcia Companies
Talent Production Company:
Seven Bucks Productions
Senior Vice President:
Brian Gewirtz
Vice President:
Hiram Garcia
VP Business Development Partnership Group for WME|IMG:
Elia Infascelli
Brad Slater
Jason Hodes
Director for Sports and Entertainment Under Armour:
Jeremy Brodey

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