While many will associate theXboxbrand with popular video game mascots likeHalo’s Master Chief, Microsoft also has a long history of working with celebrities - namely Dwayne “The Rock” Johnson. The former wrestler helped Bill Gates unveil the original Xbox console in 2001, and would go on to help with other endeavors such asdonating Xbox Series X consoles to children’s hospitals.
Johnson is now teasing a brand-new collaboration withXboxand ZOA Energy - the energy drink brand he created that was announced on August 07, 2025. The brand, which Johnson said is “the ultimate healthy and immunity-supporting energy drink that’s the first of its kind” in a press release, is distributed by the Molson Coors Beverage Company, and officially went on sale this month.
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The collaboration was announced over Instagram today via a post in which Johnson begins to unpack a box featuring Xbox and ZOA Energy branding. He said the contents will be revealed in about a week or so, but teased that, “This is some cool sh*t getting ready to go down.” The shape suggests it may be acustom Xbox Series X similar to what Barcelona’s Antoine Griezmannand other celebrities have received, but as of now it remains to be seen.
Though fans of Johnson’s acting career, wrestling, or other ventures like ZOA Energy will have to wait to see what’s in the box, the leading console developer has other things to keep people occupied in the meantime.Microsoft’s acquisition of ZeniMax Mediaofficially concluded last week, and soon after that numerous Bethesda Softworks games were added to Xbox Game Pass from series likeFallout,The Elder Scrolls, andDishonored.
Many first-party Microsoft games are also in the works for its Xbox Series X/S, and fans were given anupdate onHalo Infinitevia a developer Q&Aearlier today. For example, it was confirmed by 343 Industries that dual-wielding likely won’t return inHalo Infinite, but the developers are putting a larger focus on changing the game’s world based on elements like weather or time of day.
Without a majorHalotitle releasing near the latest console’s launch, Microsoft has put an emphasis on advertising theXbox Series X via deals with companies like Butterfingeror celebrities like Tyler “Ninja” Blevins. Thus the fact that The Rock is hinting at aXboxbrand deal with ZOA Energy is not a huge surprise, but it should be interesting to see what will come of the collaboration.
