Competitive Edge - Sports & Entertainment Marketing News

Dwayne ‘The Rock’ Johnson is launching an energy drink


The wrestler-turned-actor-turned-entrepreneur is entering the energy drink business with ZOA, a health drink made with natural caffeine and superfoods.

The venture partners Dwayne Johnson — aka “The Rock” — with his ex-wife and fellow fitness entrepreneur, Dany Garcia, Garcia’s husband Dave Rienzi and beverage industry veteran John Shulman.

Click here to read the story at

Discussion Questions:

  1. What is a brand?
  2. Is Dwayne Johnson a brand?
  3. What is brand extension?
  4. How might this story provide an example of brand extension?
  5. What is product endorsement?
  6. How might the Rock’s launch of a new energy drink be different than what we think of with a traditional product endorsement?
  7. Who might represent competition for the Rock’s new product?
  8. What is oroduct differentiation?
  9. How is the Rock differentiating the new energy drink from competitors?
  10. What might provide the Rock with a competitive advantage?
  11. Do you think the Rock’s new energy drink will be a success? Why or why not?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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