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Hey Jabronis! Dwayne 'The Rock' Johnson Starts Lifestyle Brand With Under Armor.

You can say Dwayne "The Rock" Johnson has been good at achieving his goals. The college football player became one of the WWE's biggest stars before launching a successful acting career. Now, the entertainer is entering a whole new industry.

Johnson today launched Project Rock, a motivational lifestyle brand that aims to help people “achieve greatness by equipping them with the right tools to use along the way,” according to a press release. He mentioned the brand on social media earlier last year.

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Right now, the line's items include two limited-edition duffel bags and are sold on Under Armor’s website. The two bag models retail for $99.99 and $124.99, respectively. In the coming months, the line will expand to include technology products, clothing and accessories.

Image Credit: Project Rock

“I wanted to find a way where I can embark on a journey with others, to inspire them to constantly chase their greatness, no matter the intensity,” Johnson said in a statement. “That’s why partnering with Under Armour made so much sense. They embody the idea of this constant growth and progression, and together we want to help push people through their own ongoing pursuit of innovation: mind, body, spirit.”

Under Armour has made some big moves recently, including a partnership with NBA star Stephen Curry for a line of sneakers and acquiring popular fitness app MyFitnessPal.

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Johnson is the latest celebrity to test out the branding business water. Rap artist Nelly founded the clothing company Apple Bottoms in 2003, and Britney Spears collaborated with Elizabeth Arden’s company to launch a line of fragrances the following year. More recently, Kate Hudson’s athletic apparel company Fabletics debuted in 2013.