Dwayne 'The Rock' Johnson Reclaims Project Rock as Under Armour Partnership Ends

Dwayne 'The Rock' Johnson and Under Armour have officially concluded their 10-year partnership, marking the end of an era for the Project Rock brand. The actor and entrepreneur will now fully own the trademark, allowing him and business partner Dany Garcia to explore new manufacturing and distribution opportunities for future collections. Under Armour, meanwhile, will focus on its core apparel lines, including the UA Train category. ## A Decade of Collaboration Comes to an End The partnership between Johnson and Under Armour began in 2016, leading to the launch of Project Rock in 2017. The brand quickly gained popularity, offering a range of performance wear, accessories, and footwear tailored for athletes. One of its most notable initiatives was a multiyear collaboration with the UFC, further solidifying its presence in the sportswear market. Despite the success, the two parties have decided to part ways amicably. Under Armour will continue to distribute remaining Project Rock inventory through October 2026, ensuring a smooth transition for consumers. The split follows Under Armour’s recent restructuring efforts, which have seen the company prioritize its proprietary lines and part ways with other high-profile collaborators, including NBA star Stephen Curry. ## Johnson and Garcia Take Full Control With the partnership officially ended, Johnson and Garcia will now have full control over the Project Rock brand. The duo has already begun the search for a new manufacturing and distribution partner to produce future collections. This move allows them to steer the brand in a new direction, potentially expanding its reach and offerings. Under Armour’s shift in focus comes as part of a broader strategy to streamline its operations and concentrate on its core strengths. The departure of Project Rock is the latest in a series of changes aimed at strengthening the company’s position in the competitive sportswear market. ## What’s Next for Project Rock? As Johnson and Garcia take the reins of Project Rock, fans and industry watchers alike are eager to see what the future holds for the brand. With full ownership of the trademark, the duo has the freedom to innovate and explore new opportunities. The search for a new manufacturing partner is already underway, and the brand’s loyal fanbase can expect to see new collections in the near future. For Under Armour, the end of the Project Rock partnership allows the company to refocus its efforts on its proprietary lines. The company’s recent restructuring efforts have been aimed at improving efficiency and profitability, and the departure of Project Rock is a key part of that strategy. As both parties move forward, the sportswear industry will be watching closely to see how the brand evolves under Johnson’s leadership.