Creative Works Advertising Under Armour

Under Armour enlists Dwayne 'The Rock' Johnson to front high-octane 'Will Finds a Way' ad


By Kyle O'Brien, Creative Works Editor

April 19, 2018 | 3 min read

Dwayne ‘The Rock’ Johnson is no stranger to dedication and hard work as an athlete and actor, and in a new campaign for Under Armour, he narrates the stories of others who put their all into their sport to become the best.

NBA point guard Dennis Smith Jr

NBA point guard Dennis Smith Jr for Under Armor

The new year-long campaign, ‘Will Finds a Way’ – created in partnership with Droga5 – showcases the importance of hard work, dedication and resilience, highlighting eight athletes who put in the hours to master their skills.

Under Armour sets out to inspire by taking consumers on a motivational journey, and Johnson introduces the stories of: world champion sprinter Natasha Hastings; Olympic swimmer Yusra Mardini; NBA point guard Dennis Smith Jr; actress and Taekwondo national champion Zoe Zhang; world champion Judoka Teddy Riner; stuntwoman Jessie Graff; triathlete Johnny Agar; and state boxing and gymnastics champion Javon “Wanna” Walton.

In the anthem spot, Johnson serves as the ultimate motivator, reinforcing that nothing is impossible if you have the will. Johnson uses his life as an example, sharing examples of beating the odds and becoming the person he is today by being the hardest worker in the room.

He notes how he carved a new path for himself when his dream of becoming a pro football player was crushed after injury and he found himself with less than $7 in his pocket. Through these trials, he says he knows first-hand there is something that lives in each one of us that helps defy doubt, failure or circumstance.

Dwayne Johnson

The collection of films, from the anthem to the individual videos highlighting each athlete and their unique stories, was directed by award-winning directors the Malloy brothers and Nathalie Canguilhem of Superprime. From overcoming injury (Zhang), to escaping turmoil and war (Mardini), or battling the constraints of physical disability (Agar), the fast-paced narrative and visual style of the films carry the audience through this collection of inspiring journeys.

“Under Armour is passionate about driving with a performance lens in all that we do, spreading our core belief that training, along with mental fortitude, and sheer conviction, are the ultimate keys to success,” said Adrienne Lofton, senior vice-president, global brand management, Under Armour.

The brand has a dedicated web page for the campaign and also will feature its content on social and digital platforms with the hashtag #WillFindsAWay. Johnson even promoted it on his own Instagram page.

Dwayne Johnson Instagram

Under Armour: Will Finds a Way by Droga5

By Under Armour

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Creative Works Advertising Under Armour

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Under Armour

Under Armour, Inc. is an American company that manufactures footwear, sports and casual apparel.

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Droga5 is a New York City-based global advertising agency with an additional office in London. The agency works across all platforms including, broadcast, print,...

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