Dwayne "The Rock" Johnson Officially Parts Ways With Under Armour to Retake Full Control of Project Rock
The decade-long collaboration comes to an amicable end as the brand seeks a new manufacturing partner.
Summary
Dwayne Johnson and Under Armour have announced the conclusion of their decade-long partnership
The actor and entrepreneur alongside co-founder Dany Garcia will retake full ownership of the Project Rock trademark
Under Armour will continue distributing remaining Project Rock inventory through October as the brand searches for new manufacturing partners
Under Armour and Dwayne “The Rock” Johnson have officially announced the end of their 10-year partnership behind the Project Rock training brand. The professional wrestler-turned-actor will retake full control of the label as Under Armour shifts its focus back to core apparel lines.
First launched during the partnership in 2017, Project Rock established a broad range of performance wear, accessories, and footwear designed around athletic discipline, including a high-profile multiyear co-branded initiative with the UFC. The amicable split allows Johnson and business partner Dany Garcia—who retain sole ownership of the Project Rock trademark—to seek a new manufacturing and distribution partner to produce future collections.
The strategic shift comes as Under Armour restructures its internal operations to prioritize its proprietary UA Train category. The departure marks the second high-profile exit for the Baltimore-based sportswear company within the past year, following NBA star Stephen Curry’s transition to Chinese brand Li-Ning.
Under Armour will officially conclude its distribution of existing Project Rock products through October 2026.
