Under Armour and The Rock Elevate a New Generation of Role Models With 'Will Finds a Way'

A diverse roster of campaign stars, united by tenacity

Learn how the creator economy is transforming the marketing landscape, and how to cultivate partnerships to grow engaged communities at Social Media Week: The Creatorverse, May 16–18 in NY. Register now to secure your early bird pass.


Under Armour and Droga5 are back with a sprawling new campaign celebrating grit, ambition and the willingness to be the hardest-working person in the room.

The campaign, called “Will Finds a Way,” stars no fewer than eight athletes and inspiring fitness icons. Introducing this new generation of stars is the Most Electrifying Man in Sports, Dwayne “The Rock” Johnson, here stepping out of the spotlight a bit to help welcome fresh talent onto the global stage.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in