Under Armour and Dwayne Johnson are ending their long-running Project Rock partnership after nearly 10 years. The Baltimore sportswear company confirmed the split as it refocuses its training business, according to Baltimore Chronicle.
The decision was reported by The Baltimore Sun via FOX45. Under Armour’s own archive documents years of Project Rock collections developed with Johnson.
Why Under Armour and Dwayne Johnson are ending the partnership
Under Armour described the separation as a natural conclusion to the relationship. The company said it wants a more unified approach within its training category.
A spokesperson said Under Armour was “sharpening our focus and strengthening our core business.” The company also thanked Johnson and his team for their work over the decade.
The move comes as Under Armour continues concentrating resources around its main performance categories. Project Rock had developed into a distinct training label within that broader portfolio.
What happens to Project Rock now
Project Rock is not disappearing with the Under Armour deal. Industry reports say Johnson will regain full control of the brand and seek another manufacturing partner.
The immediate changes include:
- Johnson taking control of Project Rock;
- Under Armour ending its role as the brand’s long-term partner;
- existing Project Rock products remaining in distribution through October 2026;
- the possibility of a new manufacturing partnership.
WWD first reported that the separation was cordial. Under Armour is expected to continue distributing Project Rock merchandise through October.
That gives the brand a transition period rather than an abrupt shutdown. Johnson has already indicated that Project Rock will move toward new partners and a new phase.
How Project Rock grew from apparel to a major training brand
The partnership produced clothing, footwear and training accessories. Under Armour also used Johnson’s public profile to position Project Rock as a recognizable performance label.
The relationship can be summarized through several major milestones:
| Year | Project Rock milestone |
|---|---|
| 2016 | Johnson’s Under Armour partnership begins |
| 2017 | Project Rock training products expand |
| 2018 | Project Rock 1 training shoe launches |
| 2026 | Under Armour and Johnson end the partnership |
Under Armour’s archive shows Project Rock expanding through repeated footwear and apparel launches. The company later connected the label with athletes, military initiatives and additional training collections.
For Baltimore-based Under Armour, the separation also closes one of its most visible celebrity collaborations. The company was founded by Kevin Plank and maintains its global headquarters on the Baltimore Peninsula.
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