Celebrity athlete and actor Dwayne 'The Rock' Johnson and Under Armour introduce the 'Project Rock' collection as the label's special Veterans Day series. The new collection is the latest contribution to the sportswear brand's 'UA Freedom Initiative.' The pieces are designed to honor the 100th anniversary of World War 1. The capsule's color scheme is strongly inspired by Team Rubicon -- there is the infusion of hues such as gray, olive green, and black adorning the sportswear items.
The collection itself is comprised of men's and women's apparel including performance tees, fleece pieces, and joggers. To accompany the apparel, there is a pair of wireless headphones, a backpack with camouflage designs, a duffle bag, water bottle and the Project Rock 1 training sneakers in camouflage patterning.
Veterans Day Sportswear Lines
Dwayne Johnson & Underarmour's Project Rock Capsule Honors Veterans
Trend Themes
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2. UA Freedom Initiative - Disruptive innovation opportunity: Develop initiatives that support meaningful causes and engage customers in social impact.
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Industry Implications
1. Sportswear - Disruptive innovation opportunity: Incorporate innovative designs, materials, and technologies to enhance athletic performance and comfort.
2. Wireless Headphones - Disruptive innovation opportunity: Introduce wireless headphone models with unique features catered to the fitness and sports market.
3. Backpacks and Bags - Disruptive innovation opportunity: Develop durable and functional backpacks and bags with customized designs that resonate with specific customer segments.