Dwayne Johnson is red, white and blue for Veterans Day

Dwayne Johnson, Hollywood’s favorite tough guy, has a soft spot for veterans.

The 44-year-old former WWE wrestler-turned-action hero recently unveiled a 10-piece custom product collection that features men’s, women’s and youth graphic tees, hat, backpack and duffel; all of the items sport Johnson’s signature Brahma Bull logo. Prices range from $25 to $160.

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I come from a family of proud military soldiers – from the Vietnam War to Navy SEALS. Since you've been loving our designs, I wanted to create a simple yet powerful design with my @UnderArmour partners that gives back to our military community while paying respect and homage to our country's most powerful symbol: our RED, WHITE AND BLUE. To me our flag stands for strength, self betterment and an unbreakable spirit. I stand for it, salute it, respect it and protect it. Through my partnership with @underarmour and the company’s @UnderArmourFreedom initiative in support of military, veterans and first responders, our goal is simple: these athletes have risked their lives for our freedom. They deserve everything we can give back to them. Like our motto says, first and foremost, we are patriots. It's from the heart and you can expect big things from us in the future. *A portion of ALL proceeds from this new product will go directly to programs that aid US troops first responders and their families as part of our #UAFreedom initiative. CLICK THE LINK IN MY BIO to get yours. #UAFreedom #USDNA #StandSaluteRespectProtect

A post shared by therock (@therock) on Nov 4, 2016 at 7:14am PDT

“I come from a family of proud military soldiers — from the Vietnam War to Navy SEALS,” Johnson said via his Instagram account, which has nearly 70 million followers. “Since you’ve been loving our designs, I wanted to create a simple yet powerful design with my @UnderArmour partners that gives back to our military community while paying respect and homage to our country’s most powerful symbol: our RED, WHITE AND BLUE.”

All of the patriotic items are currently available at UA.com, UA Brand Houses and Dick’s Sporting Goods locations. Each piece of the collection is part of Under Armour’s UA Freedom initiative, which develops programs to enhance the physical and mental wellness of the more than 100 million first responders, both active and retired. Active duty military will receive 10 percent discount, as will online shoppers who are first responders for active police, fire and EMT customers.

Johnson’s collaboration with Under Armour is the latest demonstration of his relationship with military culture. Last month, the Central Intelligence and HBO’s Ballers executive producer headlined a concert at the Joint Base Pearl Harbor-Hickam in Hawaii that commemorated the 75th anniversary of the attack on Pearl Harbor. The free event, which will air in December on SpikeTV, was open to active-duty service members and Defense Department civilians. Johnson’s Jumanji co-stars Kevin Hart and Jack Black, musical guests Flo Rida, Nick Jonas, and Lynyrd Skynyrd, actor Terry Crews and retired Marine Rob Riggle, surfer Laird Hamilton and George Clooney all appeared or performed.