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Dwayne Johnson Inspires Individuals to Chase Greatness with Launch of 'Project Rock'

Droga5 launches campaign in collaboration with Dwayne Johnson, Under Armour and WME | IMG

Dwayne Johnson Inspires Individuals to Chase Greatness with Launch of 'Project Rock'

Dwayne Johnson today launched Project Rock, a motivational lifestyle brand designed to help people everywhere achieve their goals. Project Rock focuses on being a key resource to help individuals in their journey to achieve greatness by equipping them with the right tools to use along the way.

Project Rock kicks off with the release of two limited-edition bags created in partnership with innovative performance brand, Under Armour. Both bags are tough, durable, and contain enough pockets to transport everything needed to tackle any task: from the gym, to school, to work and more.

Johnson has already given his social media followers a sneak peek at the highly-functional Project Rock bags and hopes consumers will not only see these items as practical for everyday use, but as the ultimate resource to get after their goals.

"Project Rock recognises 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.”

“We are thrilled to break new ground with Project Rock and can’t wait to continue to change the game with even more upcoming launches and collaborations, ” added Dany Garcia, Johnson’s longtime manager and founder of The Garcia Companies.

The limited edition bags are available for purchase beginning today at

"Under Armour is all about empowering athletes and helping them achieve their goals,” said Todd Montesano, SVP of Strategic Partnerships and Entertainment at Under Armour. “Whether that means being named MVP or completing your first 5K, Under Armour develops the world’s most innovative gear to help you get there and we are proud to partner with Dwayne and Project Rock to help his fans be their best.”

The official Project Rock bags are the first items to launch from Project Rock.  Additional offerings will roll out later this year in consumer categories including technology, accessories, apparel and more. Project Rock was developed in part by Dwayne Johnson, WME | IMG, Under Armour and Droga5.

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Advertiser: Dwayne Johnson

Creative Agency

Creative Agency: Droga5

Producer: (Interactive) Alex Smith

Executive Creative Director: Neil Heymann

TV Producer: (Assoc) Stephanie Hill

Head of TV / Production: Ben Davies

Head Strategist: (Brand) Chet Gulland

Senior Art Director: Kevin Weir

Senior Copywriter: Chris Colliton

Executive Director: (Design) Rob Trostle

Head of Production: (Interactive) Niklas Lindstrom

Design director: (Assoc) Devin Croda

Global Chief Strategy Officer: Jonny Bauer

Chief Creation Officer: Sally-Ann Dale

Brand Director: (Director of Brand Influence) Matt Gardner

Tech Lead: Joachim Do

Technology: (Director) Andy Prondak

UX: Daniel Perlin

Business Affairs: (Assoc Director) Matthew Friday

Executive Producer: (Interactive) Justin Durazzo

CEO: (Global) Sarah Thompson

Creative Chairman: David Droga


Edit Company: D5 Studios


Producer: Lauren Pecorella

Sound Design: Comma & Particle

Digital Production Company

Web Producer: We Are Wild

Category: Clothing/fashion , Sports

Genre: Digital , People