Under Armour made a wise choice partnering with Dwayne “The Rock” Johnson.
According to a new report from celebrity research company Spotted, Johnson’s Under Armour endorsement ranks the highest of all celebrity ambassadorships. The Rock, who works with other brands including Apple, takes the No. 4 spot on Spotted’s inaugural list of the 50 most valuable celebrity endorsers. (Under Armour ambassador Steph Curry nabbed spot No. 39.)
What makes Johnson’s Under Armour contract so valuable is more than just his onscreen success and likability. Under Armour and The Rock stand for similar values — toughness and authenticity among them — and this helps the star connect with the brand’s existing and potential consumer base.
Dwayne “The Rock” Johnson working out in Under Armour gear.
CREDIT: Courtesy of Under Armour
Another major winner is Crocs, as brand ambassador Drew Barrymore took the No. 5 place on the Spotted list. Appearing in positive, colorful ads for Crocs, the actress comes off as fun-loving, kooky and compassionate. Crocs has used Barrymore’s status as a mother to promote products for women and kids — and this clever marketing strategy has paid off.
Drew Barrymore for Crocs “Come as You Are” campaign.
CREDIT: Courtesy of Crocs
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