Dwayne Johnson Ends Ten-Year Under Armour Deal to Take Full Ownership of Project Rock
Baltimore, Monday, 17 August 2026.
Dwayne Johnson and Under Armour have ended their ten-year partnership. Johnson retains full ownership of Project Rock, while Under Armour will distribute remaining inventory through October 2026.
Under Armour Restructures Core Brand Strategy
The dissolution of the partnership marks a pivotal moment for Under Armour (NYSE: UAA) as CEO Kevin Plank continues efforts to restore profitability and focus on core athletic wear [1]. A company spokesperson stated that the decision allows the brand to sharpen its focus and create a more unified expression in their train category [2]. This strategic pivot aligns with Under Armour’s broader restructuring efforts at their Baltimore Peninsula headquarters [1]. The shift indicates a move away from high-profile licensing models toward internal brand consolidation [4].
Project Rock Transition and Ownership Details
Dwayne Johnson and business partner Dany Garcia will retain full ownership of the Project Rock brand following the split [4]. Under Armour will continue to distribute existing Project Rock inventory through October 2026, after which the brand’s operations will transition fully to Johnson’s control [5]. The partnership originally entered its agreement in January 2016, spanning a duration of 10 years before this conclusion [3]. Johnson expressed gratitude for the decade-long collaboration but emphasized a move toward new partners and delivering for the people [5].
Industry Trends in Athlete Endorsements
This separation follows a trend of high-profile partners exiting Under Armour, including Stephen Curry who departed in November 2025 [3]. Marquee celebrity endorsers are increasingly transitioning toward full equity ownership and independent brand management rather than traditional licensing [4]. Project Rock will now seek a new manufacturing and distribution partner to maintain production after the October 2026 cutoff [5]. The move underscores a shift in economic power dynamics between athletic manufacturers and celebrity founders [2].