The Rock And Under Armour End Decade-Long Partnership

Dwayne “The Rock” Johnson and Under Armour are ending their long-running business partnership. The two sides first teamed up in 2017 with the launch of the Project Rock line, a collection of training gear, footwear and apparel built around Johnson’s brand and fitness ethos.

Under Armour confirmed the split in a statement, calling it a mutual and amicable decision after a decade of collaboration. “After an impressive 10-year run, Under Armour and Dwayne Johnson are bringing our partnership to a natural conclusion,” the company said, framing the move as part of a broader effort to refocus its business. Johnson will retain ownership of the Project Rock brand moving forward, meaning the line itself isn’t disappearing — it’s simply exiting Under Armour’s umbrella.

The partnership was one of the most visible athlete-apparel deals of the last decade, turning Project Rock into a fixture of Under Armour’s lineup alongside Johnson’s own relentless self-promotion machine. Johnson has built one of the most recognizable personal brands in sports and entertainment, and Project Rock became a key piece of that portfolio, sitting alongside ventures like his Teremana tequila and ZOA Energy drink. Keeping ownership of the Project Rock name gives him the flexibility to either relaunch it independently, strike a new footwear and apparel deal elsewhere, or fold it into another arm of his growing business empire.

For wrestling fans, the timing is notable given Johnson’s renewed visibility around WWE over the past couple of years, both in on-screen appearances and behind the scenes through his stake in TKO Group Holdings, WWE’s parent company. While this particular news is squarely a business and apparel story rather than a wrestling one, it’s another data point in just how expansive Johnson’s off-screen empire has become — he’s no longer just a WWE alum turned movie star, but a genuine business mogul with brands spanning spirits, energy drinks, media and now, apparently, a fitness line he’s free to take wherever he wants next.

Under Armour, for its part, has been working to reposition itself in a crowded athletic-wear market, and shedding a marquee celebrity partnership — even a successful one — fits a pattern of companies trimming high-profile deals to sharpen their focus. Losing Project Rock is a notable loss of shelf space and marketing muscle, but the company framed the split as an amicable and planned wind-down rather than any kind of falling out.

What happens next with Project Rock as a standalone brand remains to be seen. Given Johnson’s track record of turning side ventures into major commercial successes, don’t be surprised if this “conclusion” with Under Armour ends up being the starting point for something bigger under his own banner.