Dwayne “The Rock” Johnson is ending his decade-long partnership with Under Armour and taking control of his Project Rock brand.
Johnson launched Project Rock with Under Armour in 2017. The training brand has since expanded into apparel, footwear and accessories. It also had a multiyear collaboration with UFC.
The partnership is now coming to an end as Under Armour shifts its focus toward its own training business. The company has been restructuring its core operations and is putting more attention on its UA Train collection.
WWD reported that Johnson and his ex-wife and business partner, Dany Garcia, own the Project Rock trademark and will look for a new manufacturing partner. Under Armour will continue distributing Project Rock products through October.
The split was described by Under Armour as a “natural conclusion” to the 10-year partnership. The company said it is focusing on a more unified approach to its training category.
Johnson also thanked Under Armour for its role in building Project Rock. He said the brand would now move toward new partners and a new direction.
Project Rock is one of several businesses Johnson and Garcia have built together. The pair co-founded Seven Bucks Productions and are also partners in the UFL football league with RedBird Capital Partners.
The Under Armour exit follows another major departure from the company. NBA star Stephen Curry ended his partnership with Under Armour last year for his Curry Brand. In June, Curry signed a deal with Chinese sportswear company Li-Ning to produce his collection.
The end of Project Rock is not expected to have a significant financial impact on Under Armour. For Johnson, however, the move puts the future of the brand back in his and Garcia’s hands after 10 years with the sportswear company.
