Under Armour Campaign
This project was a campaign produced to promote a new release from Project Rock, Dwayne Johnson’s apparel line in partnership with Under Armour. The campaign was developed for the United Arab Emirates market in collaboration with celebrity trainer Coach Nic, with the objective of presenting the collection as both performance driven and culturally relevant.
The strategic focus was on showcasing the versatility and aesthetic appeal of the apparel through an approachable, aspirational lens. The campaign was designed to resonate with the local fitness community while maintaining alignment with the global Project Rock brand identity.
The creative concept emphasized intensity, energy, and motivation, reflecting the core values of grit, discipline, and perseverance associated with Project Rock. These principles informed the visual language of the campaign, including dynamic camera movement, fast paced sequencing, and a high energy montage style.
Production took place at Seven Gym in Dubai, selected for its relevance to the target audience and strong cultural positioning within the local fitness scene. The campaign contributed meaningfully to Under Armour’s growing brand presence in the region and supported the launch of the brand’s flagship store at Dubai Mall.
