DJ_SZ_BTB_2_noText.jpg

Project Rock / Under Armour

Dwayne Johnson, a.k.a. “The Rock” and Under Armour formed a joint venture to launch the Project Rock apparel collection. They had a line of clothing on shelves, but needed a bigger foundation to grow the business. That’s when we stepped in, creating an authentic brand based Dwayne’s personal story, a product design strategy that reflected his training ethos, and the first ad campaign for Project Rock.