Dwayne Johnson and ‘The Rock’s Warriors’ Are Winning

If you haven’t heard of Dwayne Johnson and his new energy drink yet, I am just going to assume you have been living under a “rock.”

In July, ZOA Energy launched changes to their product, including a feature of seven college athletes. These players get to pose with him and promote the brand in exchange for Name, Image, and Likeness (NIL) rights.

Who are ‘The Rock’s Warriors?’

Three of the athletes partnered with Johnson include Georgia tight end, Brock Bowers, North Carolina quarterback, Drake Maye, and Ohio State wide receiver, Marvin Harrison Jr. He recruited one more football player from his alma mater (Miami), safety Kamren Kinchens.

Aside from these athletes, LSU’s Angel Reese and Northwestern’s Hansel Emmanuel are representing college basketball in the campaign. Finally, Amaya Gainer, a Florida A&M softball player is also a part of “The Rock’s Warriors.” This is what he is calling his team of college athletes.

“I personally selected these phenomenal individuals because of the energy, tenacity, and excitement they bring to the game,” Johnson says. “With a diverse set of stories and experiences, they’re driven, hungry, talented and ready for ZOA to help fuel them to greatness.”

Why Johnson chose NIL rather than regular endorsements

Johnson is known for his work as an actor and a film producer, but also for his athleticism. The retired professional wrestler and partial owner of the XFL. He also played football for the Miami Hurricanes from 1990-1994, according to Sports Illustrated. At that time, he didn’t have the opportunity to profit off of his Name, Image, and Likeness.

“Through this first-of-its kind NIL expansion program, ZOA Energy will bring together some of the greatest college athletes of our time. I know from experience the grit and hard work that’s required of these college athletes to get the job done. Not just during their championship games or in the classrooms, but every day in the game of life. ZOA gives people that power, that unique energy to fuel themselves and fuel others around them,” Johnson stated.

A fresh approach to marketing for a new and improved drink

Right before the addition of several Warriors to the promotion of the brand, the new drink launched its “Fuel Something Bigger” campaign. This included new, more colorful cans, rather than the original which was black. Other than visuals, the drink also features product formula enhancements, incorporating more natural caffeine and Vitamin C, according to ZOA’s official website.

ZOA is different from many energy drinks that contain artificial caffeine. The formula contains natural caffeine emanating from green tea leaves and green coffee beans.

ZOA energy drinks come in flavors such as Frosted Grape, Strawberry Watermelon, Cherry Limeade, and Tropical Punch. Each of these is available in a set of 12-12 oz cans for $24.99 each. Aside from energy drinks, the company also sells pre-workout drinks and apparel.

The athletes will of course promote the drink throughout different social media platforms, but that is not all. “Together, ‘The Rock’s Warriors’ will also support national and regional retail partnerships and philanthropic events across the country on behalf of ZOA,” the brand says.

As far as Name, Image, and Likeness deals go, this is one of the most unique examples yet. Recruiting college athletes from multiple sports to promote a brand is a genius way of combining NIL and business. Hopefully, there will be more deals just like this one in the future.

Victoria Jonach is an aspiring writer and media analyst fascinated by what kinds of activities players participate in off the football field. Growing up in New Jersey, she is a New York Giants fan and attends Rutgers University, pursuing a career in Journalism and Media Studies. She writes for FirstRoundMock.com covering anticipated draft picks and their acts of volunteerism, entrepreneurship, and other interests that shape these individuals.