Dwayne “The Rock” Johnson always does things big. So, naturally, we’ve been expecting huge things from his partnership with Under Armour, a combination of the “hardest-working man in show business” and the new juggernaut in American fitness apparel.
On Thursday, they delivered. Johnson and Under Armour have partnered to create Project Rock, a “motivational lifestyle brand” designed for the athlete who plays hard and works hard. It’s kicking off with what the Rock calls the “#GBOAT: The greatest bag of all time.”
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 💯
“Project Rock recognizes that we are all a work in progress, consistently trying to get better and working harder toward our goals,” Johnson said. “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.”
Project Rock kicks off with two all-purpose utility bags—the Range Duffle and the Regiment Backpack—but it will eventually expand to other apparel, Johnson confirmed via Twitter.
— Dwayne Johnson (@TheRock) March 3, 2016
Measuring 19″ x 11″ x 7.5″, the Regiment (below right) is designed to easily shift gears between the office or school (hence the laptop sleeve) and the gym (hence the hidden pockets for stuff you’d rather keep discreet). The larger Range (23″ x 11″ x 11″) has space for all your gear, with a designated laptop sleeve and a separate compartment for easy access to shoes—plus a set of backpack straps for easy carrying.
Both are cut from Under Armour’s sweat-and-scrape-resistant Storm fabric— it’s “tough as hell (like myself),” as Johnson says.