Dwayne Johnson, also known as The Rock, has signed a huge new multi-year global partnership deal with UFC.
While The Rock remains arguably the biggest name in the history of professional wrestling and the leading man in Hollywood, he is now set to conquer UFC.
It has been announced that the star’s athletic label “Project Rock” in association with Under Armour Inc, has penned a multi-year deal with the Ultimate Fighting Championship. The partnership will see Project Rock footwear worn by both male and female fighters and corner teams for fight-week events, workouts and weigh-ins.
Furthermore, a line of co-branded shoes will follow later in the year. The financial terms of the deal are currently unknown.
Reebok had been UFC’s footwear sponsor, but the company has not signed a new deal.
In a post on social media, The Rock said that the partnership will begin at UFC 270 on January 22nd. The card will be headlined by the Heavyweight Title clash between Francis Ngannou and Ciryl Gane.
I’m honored & proud, my @ProjectRock is the OFFICIAL GLOBAL FOOTWEAR PARTNER of the @UFC 🌍
Starting this weekend at #UFC270 NGANNOU vs GANE, all athletes & teams will rep @ProjectRock footwear.
Engineered for the HARDEST WORKERS IN THE ROOM who WALK THE WALK.
~ dj 💪🏾 pic.twitter.com/TInm2iwEz4
— Dwayne Johnson (@TheRock) January 21, 2022
In an email statement commenting on the deal, the former WWE Champion said that he was proud to join forces with UFC.
“UFC athletes are amongst the greatest, toughest, focused, most disciplined and hardest training athletes on the planet,”
“ I am proud, grateful and humbled that my innovative Project Rock training shoe is now the official global footwear partner of the UFC.”
The Project Rock partnership between The Rock and Under Armour launched back in 2016, and has since seen the release of footwear, work-out clothing and headphones.
Since winding down his wrestling career in the early 2000’s The People’s Champion has established himself as one of the biggest stars in Hollywood. However, in recent years he has expanded his portfolio further, with his own production house, Seven Bucks, tequila brand Teremana Tequila, and energy drink Zoa.
The Rock also spearheaded the group which acquired the XFL in 2020. Current plans will see the twice-collapsed league return in 2023.