Dwayne Johnson Retakes Full Control of Project Rock

Dwayne "The Rock" Johnson and Under Armour have officially concluded their decade-long partnership concerning the Project Rock training brand. This separation allows the actor and entrepreneur, alongside his co-founder Dany Garcia, to regain full ownership of the Project Rock trademark. Under Armour will continue to distribute the remaining Project Rock inventory through October 2026, while the brand actively seeks new manufacturing partners for future collections. The initial collaboration, launched in 2017, established a comprehensive line of performance wear, accessories, and footwear. These products were designed with a focus on athletic discipline and included a notable multiyear co-branded initiative with the Ultimate Fighting Championship (UFC). This amicable split signifies a strategic shift for both parties. For Johnson and Garcia, it presents an opportunity to independently steer the brand's future direction and production. For Under Armour, the move aligns with its internal restructuring efforts, which prioritize the development and promotion of its proprietary UA Train category. This departure follows another significant exit from Under Armour within the past year, with NBA star Stephen Curry transitioning his endorsement to the Chinese brand Li-Ning. The conclusion of Under Armour's distribution of existing Project Rock products is scheduled for October 2026. The Project Rock brand, under Johnson's leadership, has become synonymous with motivational fitness apparel and has cultivated a substantial following among athletes and fitness enthusiasts. The brand's emphasis on resilience, hard work, and dedication has been a core tenet of its marketing and product design. The partnership with Under Armour provided a significant platform for Project Rock to reach a global audience and establish a strong presence in the athletic apparel market. The termination of this agreement marks a new chapter for Project Rock, enabling Johnson and Garcia to explore new avenues for growth and innovation, potentially through collaborations with different manufacturing and retail partners. This strategic realignment is expected to allow Project Rock to further refine its product offerings and brand messaging to resonate with its target demographic. The ongoing search for new manufacturing partners indicates a commitment to continuing the brand's production and availability to consumers. The transition period, extending through October 2026, ensures a smooth handover and allows for the liquidation of existing stock. The future of Project Rock will be closely watched as it embarks on this independent path, building on the foundation established during its successful collaboration with Under Armour.