Under Armour ends decade-long partnership with Dwayne ‘The Rock’ Johnson and Project Rock
Dwayne “The Rock” Johnson’s training brand Project Rock is ending its partnership with Under Armour, marking the latest major departure from the athletic company’s roster of longtime celebrity ambassadors.
Johnson announced the end of the partnership Thursday, saying Project Rock is now preparing to move in a new direction. The brand, launched in 2017, developed footwear, apparel and accessories through its relationship with Under Armour and built a presence across professional sports, Olympic competition and mixed martial arts.
Under Armour said the partnership was reaching a “natural conclusion” after nearly a decade. The company said it is refocusing its training business and working toward a more unified brand identity.
Under Armour will continue selling Project Rock products through October.
Johnson said he was grateful to Under Armour and the people who helped build Project Rock, adding that he was proud of what the partnership accomplished. He said the brand would now pursue new partners and opportunities while remaining focused on its customers.
The split follows another major change for Under Armour. The company ended its longtime partnership with NBA star Steph Curry last November, with Curry subsequently signing with Chinese sportswear company Li-Ning.
Project Rock had become an important part of Under Armour's training business, including partnerships with the UFC and efforts to expand the brand into Olympic sports and other athletic disciplines. Johnson's brand plans to continue emphasizing training through new products, content, and experiences.
Under Armour has been turning to new ambassadors as it reshapes its marketing strategy. The company recently launched a campaign featuring “Heated Rivalry” actor François Arnaud and announced K-pop group BoyNextDoor as brand ambassadors.
Under Armour founder and CEO Kevin Plank has defended the company's marketing strategy while acknowledging the need to better connect promotional efforts with its products. The company recently reported a 3% decline in first-quarter revenue and said it had adjusted its marketing spending, which will account for a smaller share of revenue.
Plank said the company's goal is to make its marketing investments more effective by focusing spending on brand messages that consumers can understand, remember and ultimately connect with purchases.
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