The Rock and Under Armour ending their Project Rock collaboration

Project Rock, the clothing and apparel line with Dwayne “The Rock” Johnson and Under Armour is coming to an end.

The partnership was launched in 2017 to much fanfare with Johnson’s Brahma Bull logo plastered on many UA clothing but the line has not been featured much lately due to Under Armour’s core business restructuring process.

“After an impressive 10-year run, Under Armour and Dwayne Johnson are bringing our partnership to a natural conclusion,” Under Armour said in a statement. “As we sharpen our focus and strengthen our core business, we’re creating a more unified expression in our train category. We’re incredibly grateful to DJ and his entire team for their partnership, friendship and everything we’ve built together over the past decade. We wish him and his team nothing but continued success.”

Johnson added, “I’m grateful to Under Armour and to every person who helped us build this epic chapter of Project Rock. I’m proud of what we created together, and even more proud of all the people behind the scenes who poured themselves into Project Rock, and took great pride in making it their own. You know who you are, I see all of you and I’m forever grateful. Now we move on to new north stars, new partners, and with one intention in mind: deliver for the people. We build it, together.”

UA will continue to sell Project Rock clothing through October and WWD.COM is reporting that Johnson and his business partner, Dany Garcia, will be shopping for another manufacturing partner to carry their Project Rock line.