Dwayne Johnson has his fingers in quite a lot of pies at any given time, whether it's his Teremana tequila brand, his Seven Bucks manufacturing company, or his ongoing collaboration with Under Armor on the Project Rock collection.
While his business empire may not go as far as Ryan Reynolds', the 50-year-old is no slouch when it comes to relaunching a brand. That being said, his intention to relaunch the XFL might be his most riskiest move yet, based on what we’ve already seen twice before.
Vince McMahon launched the Xtreme Football League with much fanfare and expense back in 2001, only to lose the WWE executive $35 million. Undeterred, he tried again two decades later, but this time it was the epidemic that killed the dream five weeks in.
The Rock bucking the Super Bowl buzz to remind Johnson that next week may or may not be the charm.
After seeing the XFL fail twice over with disastrous results, it remains to be seen if even the all-powerful Johnson can guarantee longevity at the third time of asking. The brand is ruined by association after its high-profile setbacks, but you'd be foolish to wager against the self-proclaimed "hardest worker in the room."