The Rock is taking Project Rock back.
After nearly a decade with Under Armour, Dwayne Johnson is ending the partnership and taking back ownership of his Project Rock training brand.
According to WWD, the split is said to be amicable. Under Armour will continue distributing Project Rock through October before Johnson and his longtime business partner, Dany Garcia, begin looking for a new manufacturing partner.
Project Rock launched in 2017 and quickly became one of Under Armour’s biggest collaborations, producing training shoes, apparel and accessories while also partnering with the UFC.
Over time, however, the brand became less of a priority as Under Armour shifted its attention back toward its own training business.
Johnson said Project Rock has always been about much more than clothing, calling training one of the foundations of his life and explaining that the brand was built around the mindset that comes with putting in the work every day.
Under Armour also confirmed the partnership is coming to an end after ten years.
They thanked Johnson and his team for everything they built together while wishing them success moving forward.
The Great One shared a similar message, thanking everyone who helped build Project Rock before looking ahead to what comes next.
“I’m grateful to Under Armour and to every person who helped us build this epic chapter of Project Rock… Now we move on to new north stars, new partners, and with one intention in mind: deliver for the people. We build it, together.”
The move closes the book on one of Under Armour’s longest-running celebrity partnerships, but it doesn’t mark the end of Project Rock.
If anything, Johnson is betting the next chapter will be even bigger now that the brand is back under his own control.
As far as his next chapter is concerned, he already revealed his interest in pursuing a country music career, so we could see him on the stage soon enough.
