Observed Signal · Aug 17, 2026 · Partnership · Source: Retail Dive · Impact: 2/5 · Sentiment: Neutral
Brand partnerships / Ambassadorships Market: Under Armour ends Project Rock partnership
Under Armour has ended its decade-long partnership with Dwayne “The Rock” Johnson’s training brand Project Rock, calling the relationship a “natural conclusion.” Project Rock, founded in 2017, will continue to be sold through October as it pursues independent product, storytelling and experience initiatives. The move follows Under Armour’s recent split with Steph Curry and comes amid a broader marketing reset in which the company is rebalancing marketing spend and shifting to new ambassadorships such as François Arnaud and K-pop group BoyNextDoor.
Notable brand-level marketing change affecting influencer/ambassador strategies and media planning for Under Armour and related partners, but not industry-shifting.
Wichtigste Kernpunkte & Evidenz
- Under Armour ended its partnership with Dwayne “The Rock” Johnson’s Project Rock after roughly a decade.
- Project Rock was founded in 2017 and developed footwear, apparel and accessories through its relationship with Under Armour.
- Under Armour said the partnership reached a “natural conclusion” and will continue to sell Project Rock through October.
- Under Armour recently cut ties with longtime ambassador Steph Curry in November and Curry later signed with China-based sportswear company Li‑Ning.
- Under Armour is pivoting to new ambassadors, announcing campaigns with François Arnaud and K-pop group BoyNextDoor, while rebalancing marketing spend after reporting Q1 revenue down 3%.
Verknüpfte Unternehmen
1 verknüpfte UnternehmenOntology Mapping & Concepts
Track Real-Time Market Signals & Shifts
Set up custom watchlists to receive automated, evidence-grounded executive digests whenever material signals or shifts occur across your tracked landscape.