Project Rock X Under Armour
Build the Belief
Inspiring the world they can achieve anything if they put in the work
Dwayne Johnson, a.k.a. “The Rock” and Under Armour formed a joint venture to launch the Project Rock apparel collection back in 2016. It started with just a few logo tees and bags, but soon after needed a bigger brand foundation to grow the business, the product lines, and the community around it.
That’s when Dwayne created his own ad agency to do it. His way.
Working closely with Dwayne and the Under Armour brand team, we dug deeper to tighten the product design strategy based on his training ethos, give the brand a strong strategic narrative based on his origin story, and launch the first integrated initiative across TV, social, and retail channels.
Not only did we establish a long-term vision for the brand, the collection sold out in record time.
SuperZoom Videos
The Results
Dwayne's first video post got over a million views in the first 15 minutes (with no paid media.)
The campaign went on to generate tens of millions of views, posts, likes, and shares.
The collection sold out in record time.
Most importantly, we made “The Rock” a proud “Papa Bear” (his words, not mine).
The Team
Brand – Project Rock
Agency – Seven Bucks Productions
Teammates – Dwayne Johnson, Dany Garcia, Chet Gulland, Niki Polyocan
Photographer / Director — Ture Lillegraven
Designer — Juan Carlos Pagan