Be it Hollywood, or wrestling, Dwayne Johnson is known worldwide for his spectacular performances. However, another thing that he is extremely famous for is obviously his unique business ventures. He is not only quite savvy when it comes to making a fortune for himself utilizing his unique ideas, but he has also helped a good number of people turn their losses into profits.
However, there was one venture of his that could not see the light of day yet due to repeated obstacles. And according to The Brahma Bull that very venture remains to this day, the closest to his heart.
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Dwayne Johnson’s ambitious Athleticon
Dwayne Johnson and his ex-wife Dani Garcia started hatching plans for the biggest bodybuilding expo back in 2019. As The Great One comes from the world of athletics, this project was evidently very dear to him. With everything set for a three-day event in October 2020 running from the 9th to the 11th, Johnson’s hopes took a terrible hit when the COVID-19 pandemic halted everything on its course earlier that year.
And so, started the chain of misfortunes where this event was considered for Dwayne Johnson. Things started to look up when again in 2021 dates were finalized, and Johnson along with the bodybuilding world held their breath for what the Jumanji star claimed to be the biggest fitness and entertainment expo the world has ever seen.
However, things again took a downward turn when it fell on the same weekend as Mr. Olympia, the biggest competitive bodybuilding event of all time which led to its postponement that year. Dates were again announced for 2022, however, no further announcements or official acknowledgments were made after that. As such, the state of the event is still kind of stuck in limbo with no potential dates of it taking place anytime soon.
This obviously took a toll on Dwayne Johnson, who even with the constant criticism due to there already being two massive amateur and professional bodybuilding events, present since the event’s announcement was determined to realize his dream of revolutionizing the fitness industry with this.
As Athleticon consisted of a lot of different sports events in both amateur and professional leagues taking place over three days, it indeed is a shame that it never got to see the light of day, at least yet.
Dwayne Johnson’s savvy business sense
It turns out, Dwayne Johnson has a reputation for swooping in as a knight in shining armor to save failing businesses themselves. It started back in 2020 when he took over XFL from his friend and WWE chief Vince McMahon with a group of investors for $15 million after a Chapter 11 bankruptcy was declared.
However, that was not the only time the Fast and Furious star has helped save a business with his ingenious business knowledge. The pandemic as people know, brought a lot of businesses to the brink of bankruptcy. And that is exactly what happened with the popular food chain Applebees when they started facing operational difficulties.
Johnson at that time helped them out with a deal that not only helped them bring their customers back but also gained a hefty profit from it. Basically, Dwayne Johnson cut a deal with them that made sure that they will introduce his alcohol brand Teremana Tequila as a tropical beverage in their outlets.
As a result, easier access to the Hollywood legend’s alcohol brand made a lot of people curious to dine in their chains which resulted in a huge profit for Applebees and Johnson alike. This is especially why The Rock had such a hard time trying to cope with what has been his life’s dream being dashed so many times.
Hopefully, though, in time he will be able to realize this dream and give a spectacle the world will keep talking about in years to come.
Source: Evolution of Bodybuilding
