The Rock is ending one of the longest-running business partnerships of his career. After ten years, Dwayne Johnson and Under Armour have decided to part ways on Project Rock.
The split was amicable, with Under Armour treating the end of the deal as a natural conclusion. The company will continue distributing Project Rock products through October.
Most importantly, The Rock is not shutting down Project Rock. Johnson retains the brand and, alongside business partner Dany Garcia, plans to find a new manufacturer for future collections.
The Under Armour partnership officially kicked off in January 2016, when Johnson signed a global deal to develop footwear, apparel, and accessories. Training bags were the first products out of the gate before Project Rock expanded into a full line of athletic wear.
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7:45 PM · Aug 14, 2026The partnership moved into the sneaker market in 2018 with the Project Rock 1. One of the first major collections from that period sold out in under 24 hours, a quick demonstration of Johnson’s commercial pull. Eight Project Rock models have been released since.
The departure comes amid a major overhaul at Under Armour. In fiscal year 2026, the company reported a 4% drop in revenue to approximately $5 billion and revealed it had slashed its product offerings by roughly 25% in an effort to concentrate investment on its core brand lines.
The Rock also isn’t the only big name to leave Under Armour recently. Stephen Curry ended his 13-year relationship with the company in November 2025.