Under Armour: A celebrity's Sportwear



The romance between Dwayne Johnson and Under Armour (UA) dates back to 2016 when he started promoting the sportswear brand. The endorsement lineup includes basketball star Stephen Curry and golfer Jordan Spieth. The line isn't sport-specific, instead focusing on training in the gym and weight room. Dwayne Johnson’s anchoring philosophy for success is simple—put in the work. His latest project, the “Project Rock” collection reflects that sentiment. The training gear is engineered to help you push past boundaries and earn sweat equity. 

 

 The training gear that he wears, Extending under Armour’s overarching The Only Way is Through Campaign, the next frontier for the brand. Project Rock takes on that mantra, focusing on “The Work” and how that momentum helps people push themselves to be better than what they thought possible.

 

 “My new collection is built for the hardest workers in the room. I don’t care how old you are, what you do for a living, or what your bank account says. This collection is designed for the one who knows that success comes one way through the work,” said Dwayne. Featuring a new suite of gym-focused apparel with Under Amour’s innovative technology, UA Charged Cotton, the newest Project Rock collection provides offerings for men, women and youth.

 

 UA Charged Cotton is natural, mother-nature made cotton made better with the same super-soft feel of natural cotton, but it dries much faster and stretches way more. This 2020 Project Rock collection will also feature a brand-new colorway of the popular PR2 Training shoe with HOVR, the brand’s most innovative footwear cushioning technology.

 

 

With its first collection of the new year, Project Rock continues to feature Project Rock Global Ambassador and most decorated female alpine skier of all time Lindsey Vonn, who embodies an intense work ethic, powering through every obstacle to come out a champion. Joined under amour roster. At just 22-years-old, Jayde Riviere of Pickering, Ontario, Canada, already has a storied international career and she’s just getting started. She was part of the Canadian gold medal-winning squad at the 2020 Summer Olympics, has represented Canada at the FIFA World Cup, and most recently, has signed with Manchester United FC through to the 2024-25 season. “I am proud to join Under Armour and become part of a team that feels like a family. After testing the cleats and kits, I knew Under Armour would deliver on performance. But it’s become the partnership we’re building beyond the sport,” said Jayde Riviere, Manchester United Defender and Canadian Medalist.

"Working with the team in Portland to test the latest innovations, and build sustainable habits to improve my game and the opportunity to be involved in grassroots initiatives including UA’s Access to Sport solidified that Under Armour was the right fit for me,” added Riviere.

 

As part of her signing, the brand will work with Jayde to break down barriers and provide access to sport for the next generation of athletes in Canada and Dominica. Jayde understands she has a chance to be a role model for the next-gen player and plans to shape the future of the game by fighting for equality.

 

"With global football on the rise, Under Armour is committed to investing in the women that make the sport great. It was fundamental to us that we bring in an athlete like Jayde that exemplifies UA values," said Charece Williams Gee, Senior Director, and Head of Americas Sports Marketing at Under Armour. “We were drawn to Jayde be cause of her drive to be the best version of herself on and off the field, her commitment to her team and her work to champion women athletes. I am so happy to welcome Jayde to Under Armour and can’t wait to see what she does next,” added Williams Gee.

 

Jayde joins Under Armour Canada’s women's roster that includes Canadian Olympic track and field athletes Regan Yee and Georgia Ellenwood, and PHF Boston Pride hockey player Loren Gabel. Recently, Under Armor athlete Anthony Joshua unveiled the home for Under Armour (UA) Next, an athletic programme designed to identify, train, and develop London’s young athletes and sports leaders of tomorrow. Joshua launched the new Battersea Power Station Brand House, which contains the UA Next Academy, by smashing his way through the storefront glass.  

 

 

  

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