Project Rock, actor Dwayne Johnson’s athletic-wear label with Under Armour Inc., has signed a multiyear deal with the Ultimate Fighting Championship to bring his shoes to the mixed-martial arts promotion’s bouts.
The agreement will put Project Rock footwear on male and female UFC athletes and corner teams for fight-week events, workouts, weigh-ins and in the locker room. They’ll also wear the shoes as they walk out to the ring before taking them off for the actual match. The parties plan to release co-branded shoes later this year. Financial terms were not disclosed.