Under Armour expands Dwayne Johnson's 'Project Rock' apparel campaign

Dive Brief:

After taking the year to test the waters with several Dwayne “The Rock” Johnson-branded products, athletic apparel retailer Under Armour will ramp up its “Project Rock” offerings going into the new year, TheStreet reports.
The new line of gear, which is set to hit stores in December, will include men’s hoodies, shirts, pants, hats, bags and a “Rock Delta” training shoe. The collection also includes a women’s line, which Johnson described in a Friday Instagram post as “strong, bad ass and COMMANDING.” Johnson will also play a major role in promoting Under Armour’s Connected Fitness app platforms.
Under Armour sealed a deal with Johnson in January, in an effort to develop workout gear “inspired by the actor’s lifestyle, fitness regimen and philanthropic initiatives.”

Dive Insight:

Under Armour is revving up its marketing efforts by calling on the name recognition of powerhouse Dwayne Johnson, the WWE wrestler-turned-movie star who last year made $64.5 million for roles in projects like "Furious 7" and the HBO series "Ballers." Johnson posted details and a sneak-peek photo of the new designs to his Instagram feed:

Dwayne Johnson Under Armour deal.

Dwayne Johnson's Instagram

“Project Rock” is leveraging Johnson’s fitness-driven reputation and Hollywood buzz to build a line of workout gear that plays to Johnson’s strengths. On social media, he said the project is about “creating a lifestyle brand. For everyone.” And those who want biceps as big as those of “The Rock” might just buy into the branding.

Johnson’s first Under Armour product, a backpack, sold out instantly when it debuted in March, according to TheStreet. And if his gear continues to be a hit, the new collection may be able to eclipse Under Armour’s widely mocked Steph Curry “Chef” shoe, which fell flat on social media when it launched earlier this summer. The Golden State Warriors superstar was seen as the star endorser in Under Armour’s battle against Nike, the long-dominant player in the celebrity-endorsed footwear market, which touts the successful Air Jordan as well as new styles by Curry’s NBA rival LeBron James. The shoe deal may have fallen flat, but celebrity endorsement deals such as Under Armour's pact with golfer Jordan Spieth, among others, have been instrumental to the brand's growth.

The Project Rock collection’s addition of a “strong” women’s line veers away from the once-booming athleisure market. But Under Armour may be looking to appeal to an underserved consumer base seeking professional workout apparel to actually wear to the gym, as opposed to the grocery store.

Earlier this month, Under Armour added Amazon vet Andy Donkin to the roster. Donkin took the reins as chief marketing officer on Aug. 22 and is spearheading Under Armour’s global marketing initiatives.