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.
The Paramount Pictures film — originally a television series — debuted over Memorial Day weekend but finished third at the box office behind...