Under Armour and Dwayne ‘The Rock’ Johnson have ended their nearly 10-year business partnership, concluding a significant chapter in celebrity-endorsed athletic wear.

This decision is part of Under Armour’s strategy to refocus on its own-branded products, including the UA Train category, and to rebuild brand strength in its training segment. 

The transition aligns with previous shifts at the company, including the end of Under Armour’s partnership with Golden State Warriors star Stephen Curry and the Curry Brand late last year, along with the conclusion of several university sponsorship deals.

Under Armour confirmed the split in a statement to SGB Media, explaining that the relationship had reached a “natural conclusion” as the company aims to raise its sales expectations and realign its promotional strategies following a disappointing set of results for the new fiscal year released earlier this month.

Despite the conclusion of this partnership, Johnson and his business partner, Dany Garcia, will retain full ownership of the Project Rock trademark and plan to explore new manufacturing and distribution opportunities.

The collaboration began in 2016, launching performance training apparel under the Project Rock brand the following year. It expanded into a comprehensive cross-category collection, which included footwear innovation, performance gear, high-profile advertising campaigns, and UFC collaborations in 2022.

“I’m proud of what we created together and even prouder of the people behind the scenes who dedicated themselves to Project Rock and took great pride in their work,” Johnson stated. “You know who you are. I see all of you, and I’m forever grateful. Now, we move on to new north stars, new partners, with one intention in mind: To deliver for the people.”