This past Friday, the Ultimate Fighting Championship (UFC) announced that the company signed a multi-year agreement with Dwayne “The Rock” Johnson. To be more specific, Project Rock, which is Johnson’s motivational performance brand, has become the official footwear partner of the UFC. The partnership in question will begin following UFC 270: NGANNOU vs. GANE. There are numerous details about the deal that have been shared with the public.
I’m honored & proud, my @ProjectRock is the OFFICIAL GLOBAL FOOTWEAR PARTNER of the @UFC 🌍
Starting this weekend at #UFC270 NGANNOU vs GANE, all athletes & teams will rep @ProjectRock footwear.
Engineered for the HARDEST WORKERS IN THE ROOM who WALK THE WALK.
~ dj 💪🏾 pic.twitter.com/TInm2iwEz4
— Dwayne Johnson (@TheRock) January 21, 2022
Dwayne Johnson Inks Deal With UFC
What to Know Regarding Announced Partnership
As part of the new agreement between Dwayne Johnson and the UFC, all athletes that are part of the latter will receive Project Rock footwear in their UFC fight kits. For those that don’t know, these kits are utilized during UFC Fight Week periods, which include such events as official weigh-ins prior to fights. Specific brands that athletes will receive include Project Rock BSR training shoes, which can be found in many major footwear retailers.
Dwayne Johnson expanded on the partnership in an official statement.
“UFC athletes are amongst the greatest, toughest, focused, most disciplined, and hardest training athletes on the planet. 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.”
Tracey Bleczinski, UFC’s Senior Vice President of Global Consumer Products, offered her thoughts as well.
“We’re thrilled to partner with Dwayne Johnson and his Project Rock brand to incorporate this innovative footwear into UFC’s iconic fight kits. 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.”
Co-branded Project Rock x UFC footwear will be available at retailers, both in-store and online later this year. No further details regarding specific retailers or products have been revealed.
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