Frank Rondel
Under Armour and Dwayne Johnson have ended their nearly 10-year partnership built around the Project Rock training brand. The Baltimore company says the separation comes as it refocuses its core training business, reports customreceipt.com.
The split closes one of Under Armour’s most visible celebrity collaborations. Johnson first signed with the company in 2016, before Project Rock expanded into footwear, apparel and training accessories.
Why Under Armour and Dwayne Johnson are ending their partnership
Under Armour described the decision as a “natural conclusion” after a decade of working with Johnson. The company is now seeking a more unified approach within its training category.
The change comes while Under Armour continues reshaping its business around core performance products. Project Rock had developed into a distinct label with its own shoes, clothing and accessories.
For Under Armour, the departure means simplifying a training portfolio shaped for years by Johnson’s global profile.
According to WWD, the separation was cordial. Under Armour is expected to continue distributing Project Rock products through October 2026.
The immediate changes include:
- the end of Under Armour’s long-term partnership with Dwayne Johnson;
- Johnson regaining control of Project Rock;
- continued distribution of existing products during the transition;
- a search for new partners for the brand’s next phase.
The split therefore does not mean Project Rock is disappearing. Johnson has already indicated that the brand will continue beyond Under Armour.
What happens to Project Rock after Under Armour
Johnson is preparing Project Rock for a new chapter with different business partners. Recent reporting indicates he will regain full control of the brand.
The partnership produced several recognizable product lines during its run.
| Period | Project Rock development |
|---|---|
| 2016 | Johnson signs with Under Armour |
| 2018 | Project Rock 1 training shoe arrives |
| 2020–2024 | Footwear and apparel collections expand |
| 2026 | Under Armour partnership ends |
Under Armour’s own archive documents Project Rock shoes, apparel and campaigns produced with Johnson. The company also connected the label with athletes and veterans’ initiatives.
The key question now is not whether Project Rock survives, but which company helps manufacture and distribute its next products.
Johnson said he was grateful to the people who helped build the brand. He also referred to “new partners” as Project Rock moves forward.
Why the split matters for Under Armour
Under Armour loses a celebrity-led training franchise that spent years inside its product portfolio. The company, founded by Kevin Plank, is simultaneously concentrating attention on its central performance categories.
For Johnson, the separation creates greater control over Project Rock’s future. For Under Armour, it removes a standalone partnership from a business seeking a more unified training identity.
The coming months should show whether Project Rock secures another major sportswear partner or chooses a different distribution model.
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