Dwayne ‘The Rock’ Johnson along with his partnership with sports clothing brand Under Armor launched a new line of gear under the ‘Project Rock Collection’ called Iron Paradise Tour collection. In the ad, there is a purposely placed clip of Johnson holding his XFL branded weight belt in the first 3 seconds of the clip. His new line of clothing was covered by multiple news outlets including Rolling Stone, Men’s Health, and Yahoo to name a few.
Dany Garcia recently launched her Women’s Lifestyle Collection called GSTQ. No XFL hints in their ad.
To put the power of The Rocks brand into perspective. More people watched the 1-minute clip of his new Under Armor gear on social media than watched the 2021 CFL draft.
According to 3DownNation.
“The average audience checked in at 57,000 viewers, down 22 percent from the 2020 CFL Draft which registered 73,100. There was a total of 428,000 unique Canadians who tuned in at one point or another throughout the 2020 edition, which was the highest TV audience for a CFL Draft on TSN since 2014.”
At the time of this writing, his Under Armor clip was seen 120,000 times on Twitter, and 1,755,727 times on Instagram. This is why the XFL and CFL are talking. The CFL needs to reach a new audience and Dwayne ‘The Rock’ Johnson can deliver new enthusiasm for both leagues in the future.
The season finally of ‘Young Rock’ was watched by 2.36 million people on NBC, this is not including streaming. SPOILER ALERT, it features him going to Canada to play in the CFL.
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