Announcements
UFC® TEAMS UP WITH DWAYNE JOHNSON’S ‘PROJECT ROCK’ ON NEW GLOBAL FOOTWEAR PARTNERSHIP
Project Rock Named Official Footwear Partner of UFC
January 21, 2022 – LAS VEGAS – UFC®, the world’s premier mixed martial arts organization, today announced that Project Rock, the motivational performance brand created by global entertainment and entrepreneurial trailblazer Dwayne "The Rock" Johnson has been named the Official Footwear Partner of UFC.
Under the terms of the multi-year agreement, all UFC athletes and their corner teams will be outfitted with Project Rock footwear as part of their UFC Fight Kits for use during official UFC Fight Week activities, including open workouts, ceremonial and official weigh-ins, and for use on Fight Night in the locker rooms and during their must-see walkouts to the world-famous Octagon®.
Project Rock Named Official Footwear Partner of UFC
Unlock MORE of your inner combat sports fan with UFC Fight Pass! Fighting is what we live for. And no one brings you MORE live fights, new shows, and events across multiple combat sports from around the world. With a never-ending supply of fighting in every discipline, there’s always something new to watch. Leave it to the world’s authority in MMA to bring you the Ultimate 24/7 platform for MORE combat sports, UFC Fight Pass!
Project Rock Named Official Footwear Partner of UFC
/
Initial footwear provided to the athletes will include Project Rock BSR training shoes and Project Rock slides. Starting in summer 2022, UFC athletes will be outfitted with a special edition colorway of Project Rock x UFC co-branded BSR 2 training shoes.
The multi-year partnership begins this week, as Project Rock footwear will be provided to all athletes and corners participating in UFC® 270: NGANNOU vs. GANE on Saturday, Jan. 22 at Honda Center in Anaheim, Calif.
“UFC athletes are amongst the greatest, toughest, focused, most disciplined and hardest training athletes on the planet,” said Dwayne Johnson. “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.”
“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 UFC Senior Vice President of Global Consumer Products Tracey Bleczinski. “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.”
This new partnership with UFC will offer massive exposure for the Project Rock brand, providing significant visibility in front of UFC’s global fan base of more than 625 million people and over 187 million social media followers, including the 900 million TV households in 175 countries with access to UFC’s broadcasts. The agreement also provides opportunities to create additional exposure through original UFC content on linear, digital, and social media platforms.
Co-branded Project Rock x UFC footwear will be made available for sale at retail outlets around the world and online later this year through a network of key global retail partners. More details on retail availability will be announced at a later date.
For further information on UFC, please visit www.ufc.com
About UFC®
UFC® is the world’s premier mixed martial arts organization (MMA), with more than 625 million fans and 187 million social media followers. The organization produces more than 40 live events annually in some of the most prestigious arenas around the world, while broadcasting to nearly 900 million TV households across more than 175 countries. UFC’s athlete roster features the world’s best MMA athletes representing more than 75 countries. The organization’s digital offerings include UFC FIGHT PASS®, one of the world’s leading streaming services for combat sports. UFC is owned by global entertainment, sports and content company Endeavor, and is headquartered in Las Vegas, Nevada. For more information, visit UFC.com and follow UFC at Facebook.com/UFC, Twitter, Snapchat, Instagram and TikTok: @UFC
About Project Rock
Founded in 2017, Project Rock is the innovative performance brand from Dwayne Johnson and Under Armour, built for the hardest workers in the room. Wear-tested by Johnson in the Iron Paradise, Project Rock gives you the tools and the motivation to push through any work out. With the Brahma Bull representing the strength, resilience and mana needed to power through any obstacle, Project Rock features innovative performance footwear, apparel, and accessories.
