A leading sportswear company is pulling back from another high-profile partnership as it works to simplify its business and sharpen its focus.
The decision ends a nearly decade-long collaboration with one of the biggest names in sports and entertainment. It also comes less than a year after the company ended another major partnership, as softer demand puts additional pressure on its business.
Founded in 1996 in Baltimore, Maryland, Under Armour is a well-known athletic wear company that makes apparel, footwear, accessories, and other performance gear. The company operates hundreds of stores around the world.
Under Armour ends Project Rock partnership with Dwayne “The Rock” Johnson
Under Armour is ending its partnership with actor and former professional wrestler Dwayne “The Rock” Johnson, bringing its collaboration around the Project Rock brand to a close after about a decade.
The partnership, which began in 2016, produced Project Rock, a training-focused brand that launched in 2017. The collection expanded into apparel, footwear, and accessories for men, women, and children.
The split appears to be amicable. Under Armour will continue distributing existing Project Rock products through October, WWD reported.
Johnson and his former wife and business partner, entrepreneur Dany Garcia, own the Project Rock trademark and are seeking a new manufacturing partner for the brand.
Johnson thanked Under Armour for its role in building Project Rock and indicated that the brand will move forward with new partners.
“Now we move on to new north stars, new partners, and with one intention in mind: deliver for the people. We build it, together,” Johnson said in a statement to WWD.
Under Armour characterized the separation as a natural conclusion to the partnership.
“As we sharpen our focus and strengthen our core business, we’re creating a more unified expression in our train category,” the company said in a statement to WWD.
The partnership ends while Under Armour continues to adjust its business and focus more closely on its core categories. The company has also experienced the loss of another major athlete collaboration.
In November 2025, Under Armour and NBA star Stephen Curry ended their 12-year partnership, bringing the Curry Brand collaboration to a close.
Why Under Armour is ending its Project Rock partnership
Under Armour (UAA) has not said that its recent financial performance directly caused the Project Rock partnership to end. However, the company’s latest results provide important context for its efforts to simplify the business and concentrate on its core offerings.
During the first quarter of fiscal 2027, the company reported:
- Revenue declined 3% year over year
- North America revenue decreased 9%
- Wholesale revenue fell 2%
- Owned-and-operated store revenue dropped 3%
- E-commerce revenue was down 12%
- Apparel, footwear, and accessories all posted revenue declines
The company also reduced its retail footprint. Under Armour closed 21 Brand House locations worldwide and ended the quarter with 438 total stores, compared with 442 a year earlier.
The retail changes are part of Under Armour’s broader initiative to operate with greater discipline while investing in a more focused product portfolio.
“By simplifying the business, we are operating with greater discipline and better positioned to protect profitability, while still investing in a sharper product portfolio through clearer storytelling with the goal of driving a more premium Under Armour that will consistently earn demand at full price,” the company said in its latest earnings report.
Under Armour has also lowered its revenue expectations for fiscal 2027. The company now expects revenue to decline at a mid-single-digit percentage rate, compared with its previous outlook for a slight decline.
The revised forecast reflects softer demand, particularly in North America and Asia-Pacific, according to the company’s latest earnings release.
Against that backdrop, the end of Project Rock fits with Under Armour’s broader effort to streamline its business and place greater emphasis on its own core categories. The company has specifically pointed to a more unified approach to its training business as it moves forward.
Here’s some of my previous coverage of sportswear brand strategy:
- Sportswear giant continues store closures nationwide
- Nike rival makes a surprise U.S. comeback
- Global sportswear brand closing 15 stores, laying off workers
For Johnson, the termination of the partnership does not necessarily mean the end of Project Rock. Johnson and Garcia retain ownership of the trademark and are seeking a new manufacturing relationship, giving them the opportunity to determine the brand’s next direction.
Related: Sportswear giant continues store closures nationwide
