by Brian Lipton
Dwayne “The Rock” Johnson Project Rock
Dwayne “The Rock” Johnson

Film and television star Dwayne “The Rock” Johnson today launched Project Rock, a motivational lifestyle brand designed in conjunction with Under Armour. Project Rock kicks off with the release of two limited-edition bags, each of which contains enough pockets to transport everything needed to tackle any task imaginable. They are available for purchase immediately on UA.com.

Additional offerings will roll out later this year in consumer categories including technology, accessories and apparel.

“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.”

Dwayne “The Rock” Johnson Project Rock“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.”

A former professional wrestler, Johnson currently stars on the HBO series Ballers and recently starred in the hit film San Andreas. His upcoming films include Central Intelligence and Baywatch.