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PROJECT ROCK × UNDER ARMOUR

IT TAKES
AN IRON WILL

Creative Director, Writer: Omar Silwany
Creative Director, Art: Lars Mars Jorgensen
Executive Creative Director: Sasha Shor
Seven Bucks Creative

Building your body takes a gym full of iron. But building belief, in yourself and others, takes so much more. It takes blood. It takes sweat. It takes discipline to fight forward when your back's against the wall. It takes all you've got to build the muscle to stand your ground. It takes your indestructible sense of purpose and drive.
IT TAKES
AN IRON WILL.

DWAYNE JOHNSON

7 Bucks Left. No F's Given.

Cut from the CFL in 1995. Wrestled his way to highest-paid actor. Fourteen billion earned later, he shares the path to paradise: Everything you've got.
DJ Black

Teaser :15

DJ Launch

Launch Black :45

DJ Red

Launch Red :54

LINDSEY VONN

82 Wins. Countless Comebacks.

One Olympic gold. Four knee reconstructions. She turned ACL surgery into training, and retirement into intermission.
LV 1

Launch :15

LV 2

DASHAUN "FLASH" MORRIS II

Hardest Working Kid in America.

Started training at three years old. Viral by seven for footwork nobody could match. College scouts already calling. Speed is a gift. Work ethic is a choice.
Flash 1

Flash :30

Flash 2

JOHAUNNA "JOJO" MARTINEZ

Future Champion. Present Threat.

Eleven years old. National champion at eighty-five pounds. Studies her fights like a scholar. Throws punches like a veteran.
Jojo 1

Jojo :30

Jojo 2

THE WORK

Discipline when nobody's watching.

Barbell Row

Dumbbell Incline Press

Overhand Lat Pulldown

THE CHALLENGE

Project Rock belonged to The Rock. His gym. His ritual. His audience. Under Armour wanted to open the doors — to women, to kids, to anyone willing to work. The question wasn't who could wear it. The question was who deserved to earn it.

THE INSIGHT

Iron builds muscle. But what builds champions? Not equipment. Not genetics. Belief. Drive. Refusal to quit when your body begs you to stop. That's not iron. That's iron will.

THE WORK

We named it The Iron Will Collection. Wrote a manifesto that became the anthem. Found the proof in four athletes: The Rock, Lindsey Vonn, Flash (age 8), and Jojo (age 11). Vertical videos on Instagram Stories. No scripts. No sets. Just sweat, chalk, and truth.

THE IMPACT

Every product sold out. 100+ million views on Instagram. An iron will dropped in all sizes.

© 2026 OMAR YASSER SILWANY | ALL RIGHTS RESERVED.