Dwayne Johnson entered into a new multi-year partnership with UFC recently, the WWE superstar turned actor announced in a social media post. ‘Project Rock’, Johnson’s apparel brand shoes were picked as the official global footwear for the company.

The new deal will introduce ‘Project Rock’s shoes to locker rooms, fight-week events, weigh-ins and workouts, media reports suggest citing the official announcement. The new brand will be replacing sporting-equipment giant Reebok as the official sponsor.

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Johnson, who is often called ‘The Rock’, wrote in a social media post, “HISTORIC.
I’m honored & proud, my @ProjectRock is the OFFICIAL GLOBAL FOOTWEAR PARTNER of the @UFC.”

He added, “Starting this weekend at #UFC270 NGANNOU vs GANE, all athletes & teams will rep @ProjectRock footwear.

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While full details of the deal, including the financials, remain unclear, it is known that the feature will at the UFC 270 event, where Francis Ngannou and Ciryl Gane will lock horns.

The Rock never seems to miss an opportunity that connects his entrepreneurial spirit with sports. Previously, he was one of the core players in the buyout of the Xtreme Football League (XFL).

In August 2020, The Rock — along with Redbird Capital and business partner Dany Garcia– purchased the XFL for $15 million and saved it from bankruptcy. The Hollywood actor also announced a 2022 return of the football league, hinting at its revival.

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“I am proud, grateful and humbled that my innovative Project Rock training shoe is now the official global footwear partner of UFC. Being ‘the hardest worker in the room’ isn’t just a catchy slogan. It’s my life”, Johnson said in a statement, according to the official UFC website.

He added, “Project Rock looks forward to the endless possibilities within this historic global partnership with UFC and all the hardest workers in the room.”