Apr 20, 2018
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Under Armour calls on Dwayne "The Rock" Johnson and Teddy Riner in its new campaign

Apr 20, 2018

On Thursday, April 19, US sportswear brand Under Armour unveiled its new global campaign, "Will Finds a Way", which spotlights eight athletes whose journeys are presented by actor and semi-retired pro-wrestler Dwayne Johnson, aka "The Rock". 

The protagonists of Under Armour's new campaign - Under Armour

Among these sports personalities are French judo champion Teddy Riner, world champion athlete Natasha Hastings, Olympic swimmer Yusra Mardini, NBA point guard Dennis Smith Jr., and actress and taekwondo champion Zoe Zhang. By discussing the daily challenges that these sportsmen and women face in their daily training, the brand, which was launched in the US by Kevin Plank in 1996, aims to demonstrate "the importance of hard work, dedication and resilience." 

Teddy Riner had previously been named as an ambassador of the brand in February 2017, the same year that Under Armour's French subsidiary, based in the Parisian suburb of Boulogne-Billancourt, was founded with the objective of establishing the company as a larger presence on the French market. 

The main campaign video for « Will Finds a Way »

The campaign's videos were directed by brother and sister Malloy and Nathalie Canguilhem.

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