Observed Signal · Aug 17, 2026 · Partnership · Source: Retail Dive · Impact: 2/5 · Sentiment: Neutral
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.
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Key Takeaways & Evidence Grounding
- 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%.
Connected Companies & Entities
1 Entity mapped“Under Armour last week lost another longtime brand ambassador in Dwayne “The Rock” Johnson, who announced Thursday that his training brand P...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Under Armour partners with K-pop group BoyNextDoor
Under Armour named six-member K-pop boy band BoyNextDoor as global brand ambassadors to support a regional rollout of its Bouncy Tee across Asia-Pacific. The collaboration is part of Under Armour’s 'Commit' campaign, which emphasizes ongoing motivation and authentic self-expression. The partnership includes a group campaign film plus individual films and visuals for members Sungho, Riwoo, Myung Jaehyun, Taesan, Leehan and Woonhak. The $65 Bouncy Tee launched in May and Under Armour has said it plans to invest about $30 million in additional marketing this year as it pursues a broader brand shift toward entertainment-facing partners and a stronger foothold in APAC, which accounted for roughly one-third of the company’s international revenue in 2026.
Under Armour Names François Arnaud Global Ambassador
Under Armour has named actor François Arnaud — effective July 23, 2026 — as its global brand ambassador and launched "For When It’s Hot," a campaign promoting its HeatGear performance line. The narrative spot, which nods to Arnaud’s Heated Rivalry character, was produced in a hybrid format with input from Under Armour’s in-house Lab96 Studios and directors Mat+Kat, and will run across the brand’s social channels (Instagram, TikTok, YouTube). Timed to North America’s historically hottest week, the campaign highlights existing training and performance products rather than new SKUs. The move accompanies a major SKU reduction in May and a strategic emphasis on athlete-focused storytelling under returning founder Kevin Plank; Under Armour says it spends roughly $500 million annually on marketing and is adding about $30 million this year.
Under Armour to close Portland office
Under Armour will close its current Portland, Oregon office and redistribute functions: some roles will move to the company’s Baltimore headquarters, others to New York, and some to a new Portland space. The changes are expected to be completed in 2026. The company said it will continue to invest in footwear design and development in Portland but did not disclose how many employees would be affected or whether layoffs will occur. The move is part of a broader turnaround effort that has included SKU reductions, leadership reshuffles in the Americas, and mixed recent financial results.
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