Dwayne ‘The Rock’ Johnson is ending a decade-long partnership with Under Armour and taking back ownership of his Project Rock training brand.
The split lands as Under Armour works through a turnaround under new leadership, having leaned on celebrity franchises to steady its North American business for years. Johnson’s silhouette has anchored the brand’s training line since 2016.
Under Armour now must rebuild its training category without its most recognizable ambassador. Johnson, meanwhile, gains a standalone brand with a built-in audience and no licensing middleman taking a cut.
The deal was structured with his longtime business partner Dany Garcia, who has overseen the athlete’s commercial empire across film, sports and consumer goods. Financial terms were not disclosed.
The move reflects a wider shift in athlete branding, where stars increasingly own the businesses built on their names rather than licensing them out. For Johnson, who has turned entertainment and fitness ventures into a personal conglomerate, Project Rock becomes another asset under his own roof.
