Under Armour, which has long worked with Hollywood to boost its profile, has partnered big time with Baywatch, the summer film starring company endorser Dwayne "The Rock" Johnson.
The Baltimore performance apparel company has a Baywatch line – including shorts, T-shirts, tank tops and jackets. The brand collaborated with the movie's costume design team on swimwear worn by the main characters.
There was even a Baywatch-inspired connected fitness challenge through Map My Fitness, an Under Armour app.
Dwayne Johnson, Zac Efron and Priyanka Chopra star in "Baywatch."
The Paramount Pictures film — originally a television series — debuted over Memorial Day weekend but finished third at the box office behind the latest "Pirates of the Caribbean" film and "Guardians of the Galaxy Vol. 2." The Hollywood Reporter said after the weekend that Baywatch was "belly flopping."
Under Armour was promoting its Baywatch apparel with the slogan: "Running Slow is Still Hard Work."
The company has entered various sorts of partnerships with a number of movies over the years. They include Oliver Stone's football drama "Any Given Sunday," and "Friday Night Lights" (2004), "The Blind Side" (2009), "The Dark Knight Rises" (2012), "Lone Survivor" (2013), "Captain America: The Winter Soldier" (2014) and The Martian (2015).
Under Armour teamed with Marvel Studios and costume designer Alexandra Byrne to create base-layer garments for the main characters in the 2015 movie "Avengers: Age of Ultron."