This article, originally published at 6:20 a.m. on Tuesday, March 22, 2016, has been updated with details of EBay auctions.
The World Wrestling Entertainment (WWE - Get Report) legend turned Hollywood star told his 46.7 million Instagram followers on Monday that the first item in his partnership with Under Armour -- a gym bag -- has been met with ferocious demand. "100% SOLD OUT -- bags are now an instant collectors item," said Johnson. He also teased upcoming product launches -- "Coming soon will be THE training shoe of all training shoes, training gear, lifestyle gear and some very cool technology."
Cool news. You've made the official launch of #ProjectRock a HUGE success. 100% SOLD OUT. Bags are now an instant collectors item. I'm a bag fanatic and wanted to design the "Greatest bag of all time" or #GBOAT. A bad ass bag for the gym, work, school etc. Water resistant, abrasion resistant and pockets on top of pockets baby! Think of #ProjectRock as a one of a kind house. The "People's House". And in this house we will provide all the tools you need to chase and achieve greatness. And always have some fun along the way. The first tools were the #GBOAT's. Coming soon will be THE training shoe of all training shoes. Training gear, lifestyle gear and some very cool technology. It all comes in time and you have my word it'll be worth the wait. The next tool #ProjectRock will provide for you to chase your greatness is a lil' something to... wake your ass up.;) Stay tuned and THANK YOU for joining me our #ProjectRock journey. We're just getting started and congratulations if you're now a proud owner of the 100% SOLD OUT #GBOAT. Kinda like finding Willy Wonka's Golden Ticket.¿¿ #ProjectRock #ThePeoplesHouse #ChaseYourGreatness
A photo posted by therock (@therock) on
The Rock began promoting his new line of backpacks about two weeks ago on Instagram, including a link to purchase them on his profile.
He wasn't kidding about the bags gaining collectible status: Several well-bid auctions are under way on EBay for the backpack, with offers from $120 to $610.
The Rock's Under Armour backpack is selling for more than $600 on EBay.
Serious interest in a gym bag likely gives Under Armour confidence in the return potential of its most recent celeb signing. The actor and Under Armour inked a long-term marketing deal in January under which the apparel maker will design products including footwear, apparel and accessories inspired by Johnson's current films.
The first product was the Rock-inspired backpack and duffle bag introduced on Under Armour's Web site Monday, available in some of the brand's stores in the next few weeks.
Johnson joins a suite of athletes signed by Under Armour that includes Golden State Warriors guard Stephen Curry, No. 1-ranked golfer Jordan Spieth and Carolina Panthers quarterback Cam Newton.
An Under Armour spokeswoman did not immediately respond to a request for comment.