Dwayne 'The Rock' Johnson worked alongside sportswear label Under Armour in creating the collaborative Chase Greatness Capsule. The Chase Greatness Capsule is a continuation of the collaborative works from the Project Rock Delta in the previous year. The new Chase Greatness Capsule is comprised of the iconic Rock Delta training sneakers for men in three colorways and a range of athletic apparel for both men and women.
The garments in the collection are adorned with the brahma bull print, which is dedicated towards those who are committed athletes. In hopes of instilling encouragement and inspiration in consumers, Dwayne Johnson worked with his production company Seven Bucks Creative to create a campaign entitled 'Build the Belief.' It was created with the goal of initiating the movement of average citizens who work hard to achieve the unthinkable. The Chase Greatness capsule is now available on Under Armour's website.
Key Themes Behind This Trend
- Celebrity Collaborations
- More sportswear brands will collaborate with famous athletes to release special collections and benefit from their star power.
- Athletic Apparel with Inspirational Prints
- Sportswear brands will increasingly include inspirational prints and quotes on their athletic apparel to motivate consumers and differentiate their products.
- Branded Campaigns and Content
- More brands will align with celebrities to create bespoke campaigns and other content that showcases not just their products but a shared lifestyle and message.
Where This Applies
- Sportswear
- Sportswear brands have an opportunity to differentiate products through inspirational prints and celebrity collaborations, while also creating branded content.
- Athletic Footwear
- Athletic footwear brands can capitalize on collaborations with celebrity athletes by releasing limited edition sneakers and other products that feature unique design elements and colors.
- Advertising and Marketing
- Marketing agencies and advertising platforms can work with brands and celebrities to create bespoke campaigns and content that connect with consumers and reflect a shared lifestyle and message.
