The Rock is cooking.
Dwayne “The Rock” Johnson’s Project Rock line with Under Armour will be in the arena as the footwear line has agreed to a multi-year deal with UFC, according to Bloomberg.
Male and female UFC athletes and corner teams will wear Project Rock footwear for fight-week events, workouts, weigh-ins, the locker room, and walking into the ring before the match. According to Bloomberg, a collaborative shoe will arrive later this year.
“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 to Bloomberg. “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 official footwear sponsor as the Reebok & UFC contract expires soon. The financial terms of the multi-year deal were not disclosed.
“Being ‘the hardest worker in the room’ isn’t just a catchy slogan,” Dwayne “The Rock” Johnson said. “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.”
Say tuned to more sneaker-related news from your favorite brands, including Under Armour.
