Project Rock In New Zealand’s Biggest Shopping Complex

How strong are you ? Under Armour executed a ‘pop up’ squat rack in the middle of New Zealand’s biggest shopping centre - Sylvia Park. This was to celebrate the Project Rock collection (Dwayne Johnson’s apparel line with the brand) around the Black Adam Movie.

As part of his ongoing partnership with Under Armour for his Project Rock brand, he’s released a special Project Black Adam capsule collection inspired by his fitness training for the movie.

The catch with the activation - consumer’s were guaranteed to look strong! We created ‘fake weights’ that replicated the daily training program of the man himself.

Consumer’s had the chance to win spot prizes, including the latest apparel and footwear from the collection along with passes to the movie, with the overall prize an Under Armour x Project Rock shopping spree!

The activation received great engagement and increased brand association with Under Armour’s partnership with the The Rock along with driving increased in-store sales within the centre across the activation period.