“Dream of being a pro football player. Get hurt. Dream over. Find yourself with just $7 in your pocket. So how did I get here? By being the hardest worker in the room. How are you going to get here?” 

There’s not much better motivation in life than staring into the steely eyes of Dwayne “The Rock” Johnson as he sits in a weight room questioning how you’re going to find the willpower to get the job done. Along with motivating athletes to reach the next level, Under Armour is banking on the muscled megastar to power their new year-long “Will Finds a Way” marketing and advertising campaign.

Through the campaign, Under Armour aims to “inspire and ignite the world” by having Johnson serve as the ultimate motivator—telling his story and the stories of athletes like champion sprinter Natasha Hastings, young boxing and gymnastics champion Javon “Wanna” Walton, and triathlete Johnny Agar. The underlining message of the campaign is a simple and timeless one: hard work and dedication win the day.