Under Armour Announces Global Partnership With Dwayne Johnson
Black Enterprise Magazine July/August 2018 Issue

Under Armour announced a global partnership with Dwayne “The Rock” Johnson, the dynamic actor, producer, and global superstar most known for his part in the powerhouse film franchise Fast & Furious. As part of the long-term partnership, Johnson will work with the sportswear brand to create a range of products across footwear, apparel, and accessories and support Under Armour’s Connected Fitness initiatives.

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“We wanted to empower as many people as possible to attack their goals, so we partnered with the best innovators in the health and fitness business. Together with Under Armour, we will deliver game-changing products to help people get after it and chase greatness,” Johnson said in a news release.

The multifaceted partnership will include the development of original content, inspired by the actor’s lifestyle, fitness regimen, and philanthropic initiatives. Johnson will also promote the brand’s fitness platforms including Under Armour HealthBox and Record apps. Footwear, apparel, and accessories inspired by the films Johnson is working on will also be released.

Another part of the deal is Johnson’s role in helping the brand gain support and awareness around its philanthropic initiative, UA Freedom, developed to inspire, honor and support members of the United States military, first responders, and public safety officials.

“Dwayne has been a key partner to the Under Armour brand for many years and a key contributor to sports and entertainment as a whole. We are thrilled to have him officially join the UA Team. His values and commitment to health and fitness directly align with Under Armour’s brand mission to make all athletes better and we look forward to working with him for many years to come,” said Todd Montesano, Senior Vice President Strategic Partnerships and Entertainment.

On the heels of his success in 2015, Johnson will be starring in Central Intelligence, alongside comedian Kevin Hart, and he is also in production of the second season of the critically acclaimed Ballers on HBO.

He joins Stephen Curry, Tom Brady, Cam Newton, Misty Copeland, Jordan Spieth, Lindsey Vonn, Andy Murray, and Michael Phelps in endorsement deals with the brand.

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Janell Hazelwood

Janell Hazelwood is associate managing editor at Black Enterprise, managing content across core areas of Money, Career, Small Business and Technology. She is also a featured blogger with My Two Cents, providing insights on branding, millennial career development, employment trends and leadership. She was previously a content producer and copy editor for Black Enterprise magazine, working across several editorial sections. The Hampton University graduate got her start in the newspaper industry, having worked for companies including The New York Times and Scripps Howard News Service. Her works and insights have appeared on The Huffington Post, MadameNoire, E!Online, Brazen Careerist, CBS News, and Arise TV.


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