To recruit a new generation of fans, Johnson would have to play a powerful role in their lives.

So we treated him the way we'd treat any other traditional brand, and discovered that there’s something about him that makes him different from other celebrities—an underutilized truth that draws his fans closer. He’s motivation in human form.

Through his example and sheer determination, The Rock gives his fans the emotional strength to get through challenging moments.

And in a world full of motivational noise, people need someone to light the fire inside of them. Enter Dwayne Johnson—the only man who can give the whole world the strength to chase greatness.

In 2016, we launched Project Rock: a lifestyle brand from Dwayne Johnson dedicated to helping people get after their goals.

Project Rock started with an identity. Inspired by Dwayne’s first tattoo, the logo has now become a symbol of strength and the will to get things done. The gritty black-and-yellow brand shows both the bright side and toughness of Dwayne Johnson.

Next, we needed to give people the tools to get after their goals.

We launched the first piece of the brand in a first-of-its-kind partnership between Under Armour and a movie star: the Greatest Bag of All Time (or, as Dwayne says, the GBOAT). The limited-edition bag gave people a tool to carry the gear they needed to chase greatness, and sold out in record time.

The stage was then set for the next tool from Project Rock: the Rock Clock—the world’s most motivational alarm clock. People simply have to choose a goal, set their morning alarm and wake up every day with a new message from Dwayne.

The brand launch for Project Rock has been an enormous success. After just two projects, brand recognition and popularity are through the roof.

The Rock Clock (all results are within the first 24 hours of launch)

App rose to #2 free app in the app store and #1 utility app

Project Rock and the Rock Clock became the #1 trending topic on Facebook

18,288 organic conversations between The Rock and his fans, driving up to 564.2 million earned impressions

Over 300,000 downloads in the first eight hours

Project Rock Bag:

Under Armour’s most successful digital-only launch ever

In the first 24 hours, over 1,000 bags were sold, resulting in $112,000 in income

The bag sold out in 11 days (and is now going for over $500 on Ebay)

Project Rock Press

The brand has been featured in almost every major news publication, including Fortune, Forbes, USA Today, The Verge, Vulture and over 100 others