Under Armour Cuts Ties With Dwayne 'The Rock' Johnson

Under Armour has concluded its nearly decade-long collaboration with Dwayne "The Rock" Johnson, ending the Project Rock brand partnership. This decision, made as the sportswear giant aims to streamline its operations and sharpen its business focus, marks another significant shift for the company. The Project Rock brand, established in 2017 and featuring apparel, footwear, and accessories for all ages, was a key part of Under Armour's training category.

Johnson, along with his former wife and business partner Dany Garcia, retains ownership of the Project Rock trademark. They are actively seeking new manufacturing partners to continue the brand's trajectory. Johnson expressed gratitude for Under Armour's role in building Project Rock and stated his commitment to moving forward with new collaborators to serve consumers.

Under Armour described the separation as a natural evolution, enabling them to create a more unified expression within their train category. This strategic realignment follows the company's earlier decision to end its 12-year partnership with NBA star Stephen Curry in November 2025. The company continues to adjust its business strategy to concentrate on its core offerings amidst evolving market demands. Existing Project Rock items will remain available through October.