Dwayne 'The Rock' Johnson Parts Ways With Under Armour, Reclaims Project Rock Brand
Dwayne "The Rock" Johnson is ending his decade-long partnership with Under Armour and taking back ownership of his Project Rock training brand, the company confirmed on 13 August 2026.
Under Armour, the Baltimore-based sportswear manufacturer, said it is bringing the partnership to "a natural conclusion" after a 10-year run as it sharpens focus on its core business, WWD reported. Under Armour will continue to distribute Project Rock products through October.
Johnson created Project Rock in 2017. Under the partnership, the brand produced performance apparel, accessories and footwear, and ran a multiyear collaboration with UFC, the mixed martial arts promotion. Products were sold through UA.com, Under Armour Brand Houses (the company's own retail stores), and DICK'S Sporting Goods, Under Armour said.
Johnson and his ex-wife, Dany Garcia, own the Project Rock trademark and will seek a new manufacturing partner to produce the line. The two are long-standing business partners: they co-founded Seven Bucks Productions, the film and television studio, and are co-owners of the XFL football league alongside RedBird Capital Partners. Garcia also launched GSTQ, a women's lifestyle collection, in 2021, WWD reported.
Project Rock had built a sizable commercial footprint. Johnson said on his Facebook page in 2019 that Project Rock was Under Armour's top-selling collection, writing that the partnership had become the brand's number-one global footprint. The line also recruited outside names: Olympic skier Lindsey Vonn was named the brand's first global ambassador in 2019, WWD reported.
The split is the second high-profile athlete departure from Under Armour in the past year. NBA star Stephen Curry said in November he was exiting his deal with the company for his Curry Brand, and in June he signed with Li-Ning, the Chinese sportswear firm, WWD reported.
For Under Armour, losing two marquee names in under a year puts pressure on a company already working to refocus its product line and stem market-share losses to larger competitors like Nike and newer entrants in the activewear space. For Johnson and Garcia, the question is whether Project Rock can find a manufacturing partner that matches Under Armour's global distribution and retail presence, or whether the brand will rebuild on a smaller, more independent footing. The trademark now sits with its creators, but the production pipeline does not.
