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When it comes to blending athletic performance with relentless mental toughness, few brands embody this ethos as powerfully as Under Armour Project Rock. Born from the partnership between Under Armour and WWE legend Dwayne "The Rock" Johnson, this line of apparel and footwear is designed for those who refuse to settle for anything less than greatness.
The collaboration began in 2016, combining The Rock’s mantra of hard work and dedication with Under Armour’s cutting-edge sportswear technology. From training shoes engineered for explosive movements to moisture-wicking shirts that endure the toughest workouts, every product under the Project Rock collection
The idea for Under Armour Project Rock came to life during a casual conversation between The Rock and Under Armour founder Kevin Plank. Recognizing that The Rock’s training philosophy resonated with athletes worldwide, they set out to create a product line that blended functional innovation with motivational storytelling.
Distinct from standard sportswear, every piece of Project Rock gear carries The Rock’s BHSEED (Blood, Sweat, Respect) code. This motivational mindset is woven into the design—right down to the embossed "OBEY THE WORK""grind-first"
The Project Rock lineup doesn't compromise on functionality. Highlights include the UA Project Rock BSR 3 Training Shoes—built for stability during lifts—and breathable performance shirts designed to wick away sweat during high-intensity training. If you’re looking for a detailed breakdown, this spreadsheet
One signature technology in these products is UA’s Charged Cushioning®, providing responsive support for explosive movements. Meanwhile, the apparel integrates UA Storm®
Under Armour Project Rock transcends athletics—it’s a movement. The Rock frequently engages with the community through social media challenges, pushing wearers to dig deeper in their training routines. His motivational speeches about persistence are seamlessly tied into marketing campaigns, reinforcing the message that progress comes through resilience.
The brand has expanded into limited-edition drops, including collaborations like the Project Rock x UFC Collection, solidifying its status as a powerhouse in both fitness and pop culture.
Whether you’re an elite athlete or someone committed to self-improvement, Under Armour Project Rock offers something beyond just high-performance gear—it represents an unwavering commitment to progress. For a complete product lineup, check out this comprehensive spreadsheet
Every stitch, design, and technology behind Project Rock exists to fuel those who embrace the daily grind. So, lace up, push harder, and obey the work.