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UFC Taps Dwayne Johnson for “Project Rock” Footwear Deal

The footwear brand from Dwayne “The Rock” Johnson and Under Armour — Project Rock — inked a global deal with the world’s biggest MMA promotion ahead of UFC 270 in Anaheim.

Do you smell what the UFC is cooking?

The world’s premier MMA organization has forged a multi-year deal with Project Rock, the motivational performance brand fromDwayne “The Rock” Johnson and Under Armour, that makes it the UFC’s official global footwear partner, the companies announced Friday.

The official partnership begins this weekend, with Project Rock providing official footwear to the fighters competing at UFC 270 in Anaheim, including heavyweight championship headliners Francis Ngannou and Ciryl Gane. Starting this summer, UFC athletes will be outfitted with special Project Rock x UFC  co-branded BSR 2 training shoes.

“UFC athletes are among the greatest, toughest, focused, most disciplined, and hardest-training athletes on the planet,” Johnson said. “Every walk to the iconic Octagon by a UFC fighter is fueled with passion, mana, and the deep desire to establish their dominance and LEGACY. I am proud, grateful, and humbled that my innovative Project Rock training shoe is now the official global footwear partner of UFC.  Being ‘the hardest worker in the room’ isn’t just a catchy slogan. 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 UFC. THEY are the hardest workers in the room. They are the ones who walk the walk.They are champions. Project Rock looks forward to the endless possibilities within this historic global partnership with UFC and all the hardest workers in the room.” 

The agreement also includes opportunities for Project Rock exposure through broadcasts, as well as original UFC content on linear, digital, and social media channels. Co-branded Project Rock x UFC footwear will be available at retail outlets around the world later this year.

“We’re thrilled to partner with Dwayne Johnson and his Project Rock brand to incorporate this innovative footwear into UFC’s iconic fight kits,” said Tracey Bleczinski, UFC’s senior vice president of global consumer products. “The core mission of the Project Rock brand, to help individuals in their journey achieve greatness by equipping them with the right tools, aligns with UFC fighters’ determination, dedication, and perseverance, as they pursue greatness in their own right—both inside and outside of the Octagon.”

UFC 270: Ngannou vs. Gane takes place Saturday night at the Honda Center in Anaheim California. The main card begins at 10 p.m. exclusively on ESPN+ pay-per-view.

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About The Author
Shlomo Sprung
Shlomo Sprung
Shlomo Sprung is a Senior Staff Writer at Boardroom. He has more than a decade of experience in journalism, with past work appearing in Forbes, MLB.com, Awful Announcing, and The Sporting News. He graduated from the Columbia University Graduate School of Journalism in 2011, and his Twitter and Spotify addictions are well under control. Just ask him.