Dwayne Johnson Reclaims Full Ownership of Project Rock as Under Armour Ends Partnership

Dwayne "The Rock" Johnson and Under Armour have announced the conclusion of their ten-year partnership surrounding the Project Rock training line. The split, described as amicable by both parties, will see Johnson and his business partner Dany Garcia regain sole ownership of the Project Rock trademark. Under Armour will continue to sell existing inventory until October 2026 before shifting its focus back to its core apparel categories. ## End of a Decade-Long Collaboration The Project Rock brand was launched in 2017 under the joint effort of Johnson and Under Armour, offering a wide range of performance apparel, accessories, and footwear aimed at athletes and fitness enthusiasts. The line also featured a notable multi-year co-branded initiative with the UFC, expanding its reach within the combat-sports community. With the partnership ending, Johnson and Garcia will now seek a new manufacturing and distribution partner to continue producing future collections under the Project Rock name. ## Under Armour’s Strategic Refocus Under Armour’s decision to part ways with Project Rock aligns with a broader internal restructuring aimed at prioritising its proprietary UA Train category. The company has been streamlining its portfolio to concentrate on core offerings, a move that follows the recent departure of NBA star Stephen Curry, who left the brand for Chinese sportswear firm Li-Ning. The shift underscores Under Armour’s intent to consolidate resources and reinforce its primary product lines. ## What Happens Next for Project Rock? With full control of the trademark now back in the hands of Johnson and Garcia, the duo will explore new manufacturing arrangements to sustain the brand’s momentum. While specific details about potential partners have not been disclosed, the focus will be on maintaining the performance-driven ethos that has defined Project Rock since its inception. Existing stock will remain available through Under Armour’s channels until the October 2026 cut-off, after which the brand will transition entirely to its new supply chain. ## Industry Implications The separation highlights a growing trend of high-profile athletes and entertainers reassessing their collaborations with established sportswear companies. As brands like Under Armour recalibrate their strategies, personalities such as Johnson are taking a more hands-on approach to brand ownership, seeking greater autonomy over product development and distribution. This development may signal a shift toward more independent, athlete-led ventures within the performance-wear sector. The announcement marks a significant moment for both parties: Johnson regains complete creative and commercial control over a brand that bears his name, while Under Armour refocuses on its core apparel lines and prepares for future growth within its primary categories.