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The most prominent documented brand relationships linked to Dwayne “The Rock” Johnson include Under Armour’s Project Rock line and its separately announced UFC footwear role, alongside businesses he co-founded or helped build: Teremana, ZOA Energy and Papatui. No comparable figures establish what these arrangements paid, so there is no reliable basis for ranking them by deal value.
What brands does The Rock endorse?
The clearest traditional endorsement-style relationship in the available announcements is Johnson’s long-term global partnership with Under Armour, announced in 2016. It was broader than a standard celebrity advertisement: the companies said they would develop footwear, apparel and accessories together, create original content and promote Connected Fitness initiatives. Project Rock became the relationship’s prominent product line.
Another visible link is Project Rock’s announced multi-year role as UFC’s official footwear partner. Teremana, ZOA Energy and Papatui are different kinds of associations: corporate sources describe them as business ventures or brands co-founded by Johnson, rather than simply products for which he was hired as a paid spokesperson.
Under Armour and Project Rock
Under Armour announced its global partnership with Johnson on January 25, 2016. The announcement described joint product development across footwear, apparel and accessories, as well as promotional content and Connected Fitness initiatives. The company announcement documents the original scope, but does not disclose compensation.
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Under Armour’s U.S. Project Rock collection currently lists products including training shoes, apparel and accessories. The company describes the collection with the line, “Everything in the collection was personally approved by Dwayne Johnson.” That is Under Armour’s product copy, not independent testing or evidence of the current terms of any broader partnership.
Project Rock’s UFC footwear partnership
On January 21, 2022, UFC announced a multi-year agreement naming Project Rock its official footwear partner. UFC said athletes and corner teams would wear Project Rock shoes as part of their fight kits during official fight-week activities. The initial footwear included Project Rock BSR training shoes and slides, with a co-branded BSR 2 colorway planned to follow.
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The UFC announcement described exposure across events and media. It also cited a global fan base of more than 625 million people, over 187 million social-media followers and television households in 175 countries. Those were figures published by UFC in its 2022 announcement—not audited audience measures, Johnson’s earnings or a valuation of the agreement.
Teremana, ZOA Energy and Papatui are business ventures
These brands belong in a list of Johnson’s major consumer-brand associations, but the available corporate descriptions point to entrepreneurship rather than conventional paid endorsements.
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- ZOA Energy: TKO identifies the energy drink company as co-founded by Johnson. A 2023 Forbes profile discusses his entrepreneurship and a ZOA product, but supplies no comparable deal-value figure.
- Papatui: TKO describes the men’s personal-care brand as co-founded by Johnson. The cited corporate announcement does not provide sales data, deal terms or a basis for comparing it financially with other relationships.
TKO’s January 23, 2024 announcement names these ventures in describing Johnson’s business portfolio. The distinction matters: a co-founder or business partner may have a different role and financial interest from an endorser, and the cited sources do not quantify those interests.
Is Project Rock still with Under Armour?
Under Armour’s U.S. catalog still displays Project Rock products, but a live product listing does not prove that an active Johnson–Under Armour contract remains in force; it may reflect available stock or a transition. Recent reporting has also surfaced claims that the partnership ended, while the sources cited here do not conclusively settle its contractual status. The careful answer is that Project Rock products remain listed in the catalog, but the current status of the broader relationship is not established by that listing alone.
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Which is The Rock’s biggest brand deal?
If “biggest” means prominence and visible reach, Under Armour’s Project Rock relationship and the UFC footwear arrangement stand out in the announcements: the first involved co-developed products and promotional work, while the second placed the footwear in official fight-week kits. That is a comparison of documented scope, not money.
The available sources do not provide comparable compensation figures for these relationships. They therefore cannot establish which deal paid Johnson the most—or support a precise financial ranking. Treat lists that assign dollar values without attributable, comparable evidence with caution.
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- Author: Bungay Stanier, Michael.
- Publisher: Page Two
- Pages: 244
- Publication Date: 2016-02-29
- Edition: 1
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