Last month, Dwayne “The Rock” Johnson and Under Armour announced a long-term partnership. Today, the two unveiled the first release of the collaborative effort.
Although the brand and the star of both the big and small screen said footwear would be a component of “Project Rock,” Under Armour’s motivational lifestyle collection with the celebrity, it is launching with two limited-edition bags designed to be used anywhere from the gym to school, work and more. Johnson showed off the bags on his personal Instagram account this morning.
Highest of quality, water and abrasion resistant and tough as hell (like myself;) Here we go world: #ProjectRock is officially launched… #ProjectRock is an ideal. A commitment. We're all a project, a work in progress and we all share one common goal: working hard to get better daily and chasing greatness. You all have the strength to chase your greatness and now I provide you with the tools. First up from #ProjectRock is THE bag. Not just any bag, but after 18 months of engineering and innovation with my @UnderArmour partners – and most importantly, me carrying and using this bag all over the world, I deliver to you the #GBOAT: The greatest bag of all time. I love it and so will you. It's a strict limited edition so once they're gone, they're gone. Enjoy, give me your feedback and keep chasin' your greatness. LINK IS IN MY BIO. #ProjectRock #GBOAT 💯
The bags are available now via the brand’s e-commerce website, ua.com, and retail for $100 and $125.
“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,” Johnson said in a statement. “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.”
Under Armour confirmed more Project Rock products would be delivered throughout 2016, including technology, accessories, apparel and more.
“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, in a statement. “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.”
Johnson often shares videos and pictures on Instagram lifting weights and breaking a sweat before the sun rises in Under Armour gear, which includes sneakers such as the Curry Two.