Since the Reebok deal ended, UFC fighters are having a somewhat different look. Unlike the Reebok deal that made UFC fighters wear everything Reebok from head to foot, the current fight kit features different brands.
Project Rock, a brand by Dwayne “The Rock” Johnson and Under Armour, becomes the official footwear partner of the UFC. The announcement was made on January 21, a day before the highly anticipated UFC 270 PPV.
Fighters who competed at UFC 270 wore the Project Rock shoes. Among fighters who sported the shoes include the heavyweight headliners UFC champion Francis Ngannou and Cyril Gane. Johnson said that “UFC athletes are among the greatest, toughest, focused, most disciplined, and hardest-training athletes on the planet”.
He also added “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. ”
The deal includes exposure of Project Rock shoes via broadcasts, social media, and UFC content on both TV and digital avenues. Project Rock x UFC BSR 2 shoes are expected to hit the stores later this year. The Project Rock BSR shoes are currently available on the Under Armour website selling for $79.
Tracey Bleczinski, UFC’s senior vice president of global consumer products said “We’re thrilled to partner with Dwayne Johnson and his Project Rock brand to incorporate this innovative footwear into UFC’s iconic fight kits”. Bleczinski added that “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”.
The Rock Partnered with Under Armour Since 2017
The Rock is WWE’s cross-over superstar. Unlike other WWE superstars during the attitude era, The Rock was able to successfully become an actor in Hollywood starring in several blockbusters. Under Armour partnered with Project Rock in 2017.
In 2021, Reebok’s six-year partnership with the UFC ended. The UFC then inked a new fight kit deal with Venum. The Venum fight kits made their debut in April last year. The Venum fight gear was somewhat similar to the Reebok designs. It had the colors green, black, yellow, and blue. Similar to Reebok, the apparel includes the name of the fighters.
