Under Armour (UA) found a happy medium between athlete and celebrity endorsements. The performance apparel and footwear brand announced Monday a global partnership with actor and former WWE star Dwayne “The Rock” Johnson.
On Instagram, Johnson called the partnership a “landmark deal where we’ll create the ‘DJ INSPIRED SERIES’ of footwear, apparel & lifestyle wear for men, women and kids to chase your greatness daily.”
Under the long-term agreement, Johnson will work with UA to create a range of products across footwear, apparel and accessories. Additionally, UA will develop product capsules inspired by the films Johnson is currently working on. The first collection will feature a Rock-inspired backpack and duffle bag that will launch on UA.com and be available in select Brand Houses in the next few weeks.
As part of the partnership, Johnson will take an active role in supporting UA’s Connected Fitness program and bringing awareness to UA Freedom, the brand’s new initiative to honor and support members of the U.S. military, first responders and safety officials. Fans will also have access to original content about Johnson’s lifestyle and fitness regimen.
Todd Montesano, UA senior vice president of strategic partnerships and entertainment, said Johnson’s “values and commitment to health and fitness directly align with Under Armour’s brand mission to make all athletes better.”