Dwayne ‘The Rock’ Johnson’s footwear brand ‘Project Rock’ is now in the business with the UFC! It is no secret that Johnson is a huge admirer of the sport and is regularly seen attending UFC events. But the fandom is set to turn into a business venture as Dwayne Johnson announces his association with the company.
Although there are several promotions in the world of Mixed Martial Arts (MMA), The Ultimate Fighting Championship is the most popular one by a long shot. Last year, they turned in a financial profit of almost $1 Billion.
But the UFC President Dana White has already spoken about how he wants to expand the UFC’s wings. The company will become the first ever to hold an MMA event in Paris later this year.
In UFC’s quest to become even more mainstream, the partnership with The Rock will be extremely valuable. Dwayne Johnson is arguably the biggest movie star on the planet right now. On top of that, he is also very business savvy. Johnson’s production company ‘Seven Bucks Productions’ also sat down with the UFC stars to tell the story of their hard journey.
The 50-year-old actor recently took to Instagram and shared a promotional video which featured the fighters like Jorge Masvidal and Edson Barboza. In the caption, Johnson wrote,
“Shout to ALL our UFC fighters who take the time sit with us (Seven Bucks Productions) to tell me and the world about their WHY – what truly drives them to GREATNESS…. And to also tell me about your LEGACY and what it means to you.”
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“What’s deep down in the guts and what makes you burn your way to greatness… The discipline at the core… We are ALL the HARDEST WORKERS IN THE ROOM…And these men & women are the greatest athletes on the planet.”
Dwayne Johnson is a big admirer of the UFC
As mentioned above, The Rock is a big fan of the UFC. In 2019, the company held UFC 244 in the Madison Square Garden. The main event of the card was between Jorge Masvidal and Nate Diaz. It was the one and the only time when the BMF belt was on the line. Dwayne Johnson made history on the night as he became the first celebrity to present a UFC belt in the Octagon.
During that fight week, he also announced that he was making a movie about the tragic life of UFC legend Mark Kerr. Although the movie is yet to come out, the project is still in development.
He also regularly posts encouraging messages for his favourite fighters on his social media platforms. Dwyane was live on his Instagram during the fight between Michael Chandler and Tony Ferguson at UFC 274. In an incredible coincidence, Chandler landed the kick that knocked Ferguson out.
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Johnson will now hope that his business relationship with the UFC will be as enjoyable as his experience as a fight fan. At the moment, the financial details of the multi-year agreement are not available. The deal will see ‘Project Rock’ shoes becoming the official footwear for the UFC during fight weeks.