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Dwayne Johnson's Project Rock to become official UFC footwear partner

rock-ufc

Former WWE star and pop culture icon Dwayne "The Rock" Johnson's Project Rock performance brand via Under Armour is now the official footwear partner of the UFC.

Johnson announced the news on Twitter Friday along with a hype video, saying the deal begins with Saturday's UFC 270. 

Financial terms for the multi-year deal were not disclosed. It's unknown if UFC fighters will get any financial cut of the contract.

The partnership will see Project Rock training shoes and slides worn by UFC fighters and teams leading up to shows. It replaces Reebok's agreement for the footwear which was a separate deal from the fight wear and apparel deal they had that expired last year.

Co-branded shoes will be released later in 2022 and will be made available for retail purchase.

Johnson has been a UFC fan for years and has been involved promotionally with the company in the past, most notably in the buildup and execution of the "BMF title" that was up for grabs when Jorge Masvidal defeated Nate Diaz at UFC 244 in November 2019.

Johnson has been a client of Endeavor, the owners of UFC, since 2011.