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No. 0219
Published
Under Armour ends its decade-long partnership with Dwayne Johnson
Why it matters
Under Armour and Dwayne Johnson have closed the Project Rock partnership after ten years, months after the brand also parted with Stephen Curry. Both exits sit inside a wider marketing reset at a company under pressure. Two of the most expensive celebrity endorsements in sportswear were unwound in the same year, which is a live data point on where megatalent contracts land when budgets tighten.
The source
Marketing Dive
Under Armour ends its decade-long partnership with Dwayne Johnson
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