Dwayne “The Rock” Johnson, the WWE star turned actor, has been People’s Sexiest Man Alive, a TV producer and one of the biggest box office stars of his day. How? He knows his brand. In the Bend Boundaries campaign, co-produced by Under Armour, his true self is front and center.

The Rock and Under Armour’s partnership began in 2016 and was ranked the best celebrity-brand partnership in fashion/retail in August 2018, hot off his and UA’s Project Rock 1 shoe, which sold out in less than 24 hours when it debuted May 2018. This past spring, UA unleashed Project Rock 2, built to endure Johnson’s backbreaking workout. The shoe was outfitted with Hovr cushioning for “zero gravity feel” and “comfortable support.” It also had UA’s new Tribase technology made to bend and move and keep the foot locked in. However, those didn’t sell the shoe. The Rock did.

In the Bend Boundaries (#ProjectRock, #BuildtheBelief) videos, Johnson tested the shoe. It was grueling to watch, but it showed why this partnership works so well. The Rock is a fitness icon and he is more than aware. He capitalized on his appeal, which made the campaign and shoes popular. Johnson has an engaging, appealing and motivating persona, and his acting chops aren’t bad. He grabs attention and does not turn it away.

Johnson and UA understanding his appeal is key is a perfect example of a brand knowing its client and a client knowing his brand. That awareness makes Under Armour dominant and Johnson … President?