The Rock's Latest Cool Project Has Nothing to Do With Under Armour

The Rock wants you out of bed early. Under Armour was left out of this latest project.

Author:: Brian Sozzi
Publish date:: May 2, 2016 10:30 AM EDT

Dwayne "The Rock" Johnson loves to get up real early and hit the gym for one of his many daily workouts.

Now, the box office star and World Wrestling Entertainment (WWE) - Get Report icon wants his huge social media fan base to follow his lead in trying to crush competitors by getting the heck out of bed.

Johnson, who turned 44 years old today, unveiled "The Rock Clock" via posts on Instagram and Twitter. The alarm clock app was developed by Johnson's production company 7 Bucks Entertainment instead of the digital team at sponsor Under Armour (UA) - Get Report .

The app has 25 aggressive-sounding custom alarm tones (some with the star's voice) and no snooze feature. There is even a feature called "Rock Time." Select this and you will wake up at the same time as The Rock. (Users are warned beforehand the star loves to wake up early.)

The Rock wants his social media following to wake the heck up.

The digital alarm clock is the latest in a series of special "projects" debuted by Johnson in recent months, the previous ones in concert with Under Armour, who signed him to an endorsement deal in January. So far, every product pitched by The Rock has turned into gold for Under Armour, in large part due to his huge following on social media.

A black t-shirt sporting the wrestler's iconic "brahma bull" sold out immediately after being worn at WWE's Wrestlemania in early April. In late March, the wrestling legend told his 46.7 million Instagram followers the first item in his partnership with Under Armour -- a gym bag -- had been met with ferocious demand. "100% SOLD OUT -- bags are now a collectors item," said Johnson at the time.

More recently, Johnson has been hawking Under Armour's new $400 Healthbox, which includes a digital scale, a heart rate strap and a fitness tracker.

Serious interest in a gym bag and t-shirt likely gives Under Armour confidence in the return potential of its most recent celeb signing. "It's been a great start to the relationship with The Rock as he is not only the voice for our HealthBox, but his initial launch of the Project Rock backpack has already sold out," said Under Armour Founder and CEO Kevin Plank on an April 21 earnings call.