Dwayne Johnson, Under Armour partnership to end before ‘Jumanji: Open World’ release
Under Armour said its partnership with Dwayne Johnson’s Project Rock line will end before the release of “Jumanji: Open World,” with existing inventory distribution continuing through October 2026. Under Armour attributed the change to refocusing on its UA Train category. Johnson and partner Dany Garcia retain the Project Rock trademark and will seek new manufacturing and distribution partners.
How this was made
The 30-second read
Why it matters
Under Armour says the decision lets it refocus on its UA Train category, while Johnson and Dany Garcia retain the Project Rock trademark and will seek new manufacturing and distribution partners.
Market read
This is a brand partnership wind-down with a stated strategic rationale, but no quantified financial impact is provided.
What to watch
The article does not quantify sales contribution of Project Rock, nor does it specify whether UA will replace the marketing spend with other endorsements or product initiatives.
Background
Dwayne Johnson and Under Armour launched the co-branded Project Rock line in 2016; Under Armour now says the partnership will conclude.
Ticker impact
Under Armour confirmed its partnership with Dwayne Johnson will end after a month, with inventory distribution wrapping by October 2026.
Low near-term impact; any move would likely be sentiment-driven around brand momentum rather than fundamentals.
The text is a confirmation of an end date and a stated strategic refocus to UA Train, but it includes no revenue, margin, or guidance figures, and no immediate operational disruption details.
Market effects
Highlights ongoing shifts in sportswear brand partnerships toward category-specific focus (UA Train) rather than celebrity co-branding.
None specified.
None specified beyond the global entertainment tie-in.
Counterpoint
The partnership end may be largely planned and already priced in, with UA retaining control of core operations and only winding down a co-branded line.
Key entities
- companyUnder Armour
Sportswear company confirming the end of its Dwayne Johnson partnership and refocus on UA Train.
- personDwayne Johnson
Retains full ownership of the Project Rock trademark and will move to new partners for future collections.
- brandProject Rock
Co-branded athletic line whose distribution is set to wind down through October 2026.
