Under Armour and “The Rock” Johnson are parting ways after a nearly 10-year partnership
Project Rock entered into a partnership with Under Armour in January 2016, and a year later the brand began releasing performance training apparel. In 2018, the brands released the Project Rock 1 sneaker and have since introduced eight Project Rock models.
Starting in 2022, Project Rock began supplying co-branded footwear for all UFC athletes and corner teams to wear during fight-week events, weigh-ins and walkouts. This collaboration concluded alongside the split between Johnson and Under Armour.
The change comes as Under Armour has increasingly focused on its own branded products, including UA Train, as part of its restructuring to rebuild brand heat around the Under Armour brand. The shift was signified by the ending of Under Armour’s partnership with the Golden State Warriors star guard Stephen Curry and the Curry Brand in November 2025. Curry has since signed with Li Ning.
“After an impressive 10-year run, Under Armour and Dwayne Johnson are bringing our partnership to a natural conclusion. As we sharpen our focus and strengthen our core business, we’re creating a more unified expression in our train category,” Under Armour said in a statement Friday. “We’re incredibly grateful to DJ and his entire team for their partnership, friendship, and everything we’ve built together over the past decade. We wish him and his team nothing but continued success.”
Project Rock is continuing with Johnson and his business partner Dany Garcia retaining full ownership of the trademark and seeking new manufacturing and distribution partners.
“I’m grateful to Under Armour and to every person who helped us build this epic chapter of Project Rock,” said Johnson, a WWE wrestler turned actor. “I’m proud of what we created together and even more proud of all the people behind the scenes who poured themselves into Project Rock and took great pride in making it their own. You know who you are. I see all of you, and I’m forever grateful. Now, we move on to new north stars, new partners and with one intention in mind: deliver for the people.”
Under Armour has also ended relationships with several universities as it seeks to realign costs with sales expectations.
Other schools Under Armour has ended contracts with in recent years include UCLA, University of Utah, Auburn University, University of South Carolina, Texas Tech, UC Berkeley (Cal), Boston College, University of Cincinnati, University of Hawaii ,and Davidson College.
Image courtesy Under Armour
