Instagram

 https://www.instagram.com/p/CZBrfwFr6c-/?utm_medium=share_

Project Rock, actor Dwayne Johnson’s athletic-wear label with Under Armour Inc., has signed a multiyear deal with the Ultimate f*ghting Championship to bring his shoes to the mixed-martial arts promotion’s bouts.

The agreement will put Project Rock footwear on male and female UFC athletes and corner teams for f*ght-week events, workouts, weigh-ins and in the locker room. They’ll also wear the shoes as they walk out to the ring before taking them off for the actual match. The parties plan to release co-branded shoes later this year. Financial terms were not disclosed.


“UFC athletes are amongst the greatest, toughest, focused, most disciplined and hardest training athletes on the planet,” Johnson said in an email. “ I am proud, grateful and humbled that my innovative Project Rock training shoe is now the official global footwear partner of the UFC.”


The UFC has been busy adding sponsorships over the past year and talks are ongoing for additional deals. It signed new pacts with sports betting firm DraftKings Inc. and job site ZipRecruiter Inc., renewed long-term arrangements with energy-drink maker Monster Beverage Corp. and men’s grooming company Manscaped LLC and brought on watchmaker Timex Group as a licensing partner. It also teamed up with Crypto.com to put the cryptocurrency trading site’s name on f*ght kits worn by UFC athletes.

The Project Rock deal brings together two parties involved with talent and media agency Endeavor Group Holdings Inc., which took full ownership of the UFC prior to going public last year. Johnson is close friends with UFC president Dana White and has been an Endeavor client since 2011.

“We’re really excited about this because the exposure that we collectively give to each other is massive,“ UFC Chief Operating Officer Lawrence Epstein said in an interview. "Any product that he connects with has his DNA all over it. It’s not a logo slap."

Project Rock replaces Reebok as the UFC’s footwear sponsor as the previous contract expires. Reebok is going through a transition after Adidas AG sold the business to Authentic Brands Group Inc. for $2.5 billion last year.

Footwear Focus
Under Armour is finishing up a multiyear overhaul under Chief Executive Officer Patrik Frisk with shoes becoming a renewed priority as management looks to boost profitability. Footwear sales rose 10% in the third quarter, and Project Rock performed particularly well. The UFC deal also comes amid changes in the Under Armour marketing department; Chief Marketing Officer Alessandro de Pestel will step down in February.


Johnson’s partnership with Under Armour began in 2016, joining an endorsement lineup that includes basketball star Stephen Curry and golfer Jordan Spieth. The line isn’t sport-specific, instead focusing on training in the gym and weight room. Under Armour has released signature sneakers, apparel collections and accessories like backpacks and workout headphones under the Project Rock label.

Dwayne Johnson GETTY sub
Dwayne JohnsonPhotographer: Jesse Grant/Getty Images
It’s one of many projects in progress for Johnson. In addition to acting, Johnson owns Teremana Tequila, energy drink Zoa and his production house Seven Bucks. In 2020, he was part of a group that spent $15 million to acquire the bankrupt XFL football league, which now plans to return to the field in 2023.

Johnson, one of the biggest pro wrestling stars ever, never fought in the UFC. He said he considered training for it back in the late 2000s but “smartened up cause I prefer my jaw intact.”

“Being ‘the hardest worker in the room’ isn’t just a catchy slogan,” said Johnson. “It’s my life. But it’s not just my life. It’s the life and soul of every man and woman that competes in the UFC. They are the hardest workers in the room.”

 https://www.bloomberg.com .. r-under-armour

Instagram

View this post on Instagram

A post shared by therock (@therock)

Under Armor spin-off. Interesting. Can the f*ghters get some money off of it ?

if ya smeeeeeeeeeeeeeeeeell la la la.......

view image

So MAGA Armour

n*ggas in tap out shirts bout to get fresh like the rock

If you would've told me in my childhood this guy....

view video

Was gonna have a short wrestling career & have his own empire; i would've laughed at you & said some dumb sh*t like "He's gonna wrestle forever"

His come up is phenomenal. He avoid the rigorous part of a wrestling career, most guys faced in their 30's while on top. Goat sh*t for for real.

Edit: And just saw that his shoe replaces reebok That's big.

Gotta give to the Rock man. Dude came a looooooooooooong a*s way. Props to him.

That baldie and smile made that n*gga millions. Props.

Damn everything this n*gga produced since being The Rock is straight garbage...

Same wit Kevin Hart’s early too...

God knows I’m inspired by their hustle tho so I’m not bashing n*ggas... I’m just being real

It’s just that anything with these two n*ggas is a strong pass and I don’t know why

Heard his line is actually decent and shoes are solid.


But I would never wear UA shoes I respect myself too much.

He gonna fu*k around and become a billie out here.

Gen Anti Fruit said Heard his line is actually decent and shoes are solid. But I would never wear UA shoes I respect myself too much.

They're solid for athletic wear like if you go to the gym or running. No one is expecting you to wear them to the club or lounge

PotheadFocker said Under Armor spin-off. Interesting. Can the f*ghters get some money off of it ?

Nah!

obsidianjones said He gonna fu*k around and become a billie out here.

and vin want him to do a fast furious 20

This is a power move. Im rocking with the prtnership

fu*k the rock

obsidianjones said He gonna fu*k around and become a billie out here.

He can’t be far off, he been making bank for years now and studios know they can bet on him so here’s hoping he gets there.

292,000,000 followers geez

Props to the rock but U.gly A.rmor is trash.

GrezyNclean said They're solid for athletic wear like if you go to the gym or running. No one is expecting you to wear them to the club or lounge

Bought a pair for the gym when they first came out, they were decent but they were the high tops an I hated putting them on. I haven’t followed his sneakers since. Def not no club shoes or anywhere else but the athletic areas.

PotheadFocker said Under Armor spin-off. Interesting. Can the f*ghters get some money off of it ?

I’m sure the UFC got an extra $25 to kick in for the f*ghters for this.

SSJ4 Goku said If you would've told me in my childhood this guy.... view image Was gonna have a short wrestling career & have his own empire; i would've laughed at you & said some dumb sh*t like "He's gonna wrestle forever" His come up is phenomenal. He avoid the rigorous part of a wrestling career, most guys faced in their 30's while on top. Goat sh*t for for real. Edit: And just saw that his shoe replaces reebok That's big.

good. and triple h and shawn micheals are now getting there karma. for bullying,having so much talent in wwf 1997 to 2010 fired.

there juvie and disgusting locker room hazing and bully and driving wrestlters to depression,sucidie and running them out the business. and fu*king there wives.


and even during the 2010 to 2018 era. all the bullying,jobbing,and strict favoritsm and racists sh*t triple h and stephiane did.

8 YEARS OF TRIPLE H HARD WORK OF BUILDING UP NXT AND BUYING OUT THE INDIES AND making his own stars.

he got the same treatment he did for aobut 22 year of mistreating and bullying talent.

even del rio,ach,mark henry, and the rock ,and so many other black,latino wreslters talk about how racists they were.

ayaknow said Bought a pair for the gym when they first came out, they were decent but they were the high tops an I hated putting them on. I haven’t followed his sneakers since. Def not no club shoes or anywhere else but the athletic areas.

I don't wear high tops to the gym heard they mess up your ankles