Dwayne “The Rock” Johnson is teasing a new Xbox Series X/S series partnership with an all-new energy drink. The former wrestler has been a part of the history of Xbox since the first generation, unveiling the original Xbox console design onstage with Bill Gates back in 2001, and is now returning to the next generation console wars with a new collaboration between Microsoft and ZOA Energy, his new energy drink company.
The retired wrestler and now Hollywood superstar has teamed up with Microsoft a few times over the years; he partnered with Xbox back in November to distribute Xbox Series X consoles to children’s hospitals across the US. On release, the Xbox Series X and Series S were in high demand, with stock limited around the world, which made it all the more touching that Microsoft and The Rock took the time and resources to give kids who need cheering up some new generation entertainment. This generous donation was made possible by the charity organization Gamers Outreach, which specializes in customizing gaming consoles for easier use for hospitalized children.
Johnson announced his new energy drink brand in January 2021 and is now teaming up his new company with the power of Xbox gaming to provide an all-new energy drink aimed at Xbox players. The brand claims to be “the ultimate healthy and immunity-supporting energy drink that’s the first of its kind” in a recent press release. The collaboration was announced over Instagram today on Johnson’s account. Following the appearance of this post, influencers such as Gary Whitta (via Roberto Serrano) and YouTuber Lamarr Wilson have received special minifridges shaped like Xbox Series X consoles, complete with a variety of the new energy drinks, a branded Xbox Series X controller, and a pair of sunglasses.
In the video Johnson posted to his Instagram, the Hollywood star has recorded himself opening a box branded after ZOA Energy, along with a note featuring the Xbox logo. Presumably the box contains one of the minifridges that have been cropping up around social media, but The Rock is playing coy, and promising a proper announcement soon. The new zero sugar energy drink is being distributed by Molson Coors Beverage Company and is officially being released this month. In his Instagram post, Wilson debuted a few flavors, including pineapple coconut, lemon lime, and orange.
The Rock's zero sugar energy drinks are available to be purchased on Amazon right now. It remains to be seen if the special Xbox Series X branded mini fridges will be available for general purchase or if they were reserved for a few lucky influencers. Either way, this is a bombastic and unorthodox way to market a new energy drink, and one that's certainly in line with what fans have come to expect from Dwayne "The Rock" Johnson.
Source: ZEO Energy, The Rock, Roberto Serrano, Lamarr Wilson