Under Armour's collaboration with Dwayne Johnson, the American actor also known by his wrestling ring name of “The Rock,” has achieved top ranking among best-matched celebrity-brand endorsements in the fashion and retail sectors, according to a study from Spotted. The collaboration had the highest-scoring endorsement deal among all the Fashion & Retail endorsement deals active in 2018, said Spotted, a celebrity marketing company, in its study. The partnership between Under Armour and The Rock was the only one that obtained a perfect score of 100. Among the other celebrity-endorsement deals in the active lifestyle sector which also rated high were Crocs' collaboration with Drew Barrymore, with a score of 96, as well as Under Armour's collaboration with Steph Curry (89.2), Reebok's with Gal Gadot (92.8), Adidas' with Lionel Messi (90.6), and Marmot's with Nick Offerman (86.3), all of which made it to the top 20 of the list in the fashion and retail industries. According to Spotted, a large portion of the $43 billion that the U.S. fashion and retail industry spends each year on advertising is allocated to celebrity partnerships and campaigns. However, the risks of exposure are high, as poor selections can result in a large loss in sales for the brand.

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