The Rock Parts Ways With Under Armour After Decade-Long Partnership
WWE legend Dwayne “The Rock” Johnson has ended his decade-long partnership with Under Armour.
As reported by Women’s Wear Daily, the WWE legend will retake ownership of his Project Rock training brand after severing ties with the Baltimore-based sportswear company. During the partnership, the brand created performance apparel, accessories, and footwear. It also had a multi-year collaboration with the UFC.
The Rock created the project in 2017 as a brand, believing that, in addition to physical strength, training can also build discipline, clarity, confidence, and peace to meet life’s challenges.
“At my core, training is one of my key pillars of which my foundation has been built. It’s beyond just ‘lifting weights.’ It’s the daily commitment to sweat equity and how that informs my decisions in all areas of life,” Johnson said. “We can’t control how the world spins to hug us or hit us, but we can always control how we respond. There’s an innate discipline that training breeds in all of us, that allows us to tap into those responses. And watching our Project Rock community empower themselves with this mindset has been one of the most rewarding parts of this long, ever growing journey.”
While the partnership was successful in the beginning, Project Rock hasn’t been a focus for Under Armour in recent years. The company is reportedly working to restructure its core business and has turned its attention to its own UA Train product collection.
The Rock and Under Armour ended the partnership on cordial terms
According to the report, the partnership ended cordially, and Under Armour will continue to sell existing Project Rock inventory through October 2026. The Rock and his ex-wife, entrepreneur Dany Garcia, own the project’s trademark and will look for another manufacturing partner to produce the line.
“After an impressive 10-year run, Under Armour and Dwayne Johnson are bringing our partnership to a natural conclusion,” Under Armour said. “As we sharpen our focus and strengthen our core business, we’re creating a more unified expression in our train category. 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.”
Johnson added, “I’m grateful to Under Armour and to every person who helped us build this epic chapter of Project Rock. 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. We build it, together.”
The Rock is the second high-profile name after Stephen Curry to part ways with Under Armour in the past year. The NBA star recently signed with the Chinese company Li-Ning to produce his Curry Brand collection.
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