“Tomorrow We Launch”: Taken Aback by XFL’s $60M Loss, Dwayne Johnson Fights Back by Revolutionizing the Fitness and Sports Industry

By now everyone is aware of the $60 million hole in the pocket Dwayne Johnson suffered recently. The internet world is still buzzing with his $15 million XFL investment taking a huge financial blow. Despite the loss, Johnson has remained optimistic and is now looking to overcome the damage.

His footwear co-brand, Project Rock x UFC, has now launched a new shoe collection that will revolutionize the fitness and sports industry. Let’s dive deep and learn more about this matter.

Under Armour’s ‘Project Rock’ PR6 is engineered with clone material

Going to his Twitter account yesterday, ‘The Corporate Champion’ shared the news of the release of his new co-brand shoe collection. PR6 is a first-of-its-kind training shoe for men and women engineered with clone material for those who love to train hard.

The release date mentioned in his post was of today. The new Project Rock shoe collection has been officially launched and is available for grabs on the Under Armour website. It will be available for the global market on July 20, 2023. With some heat around the brand, it will be interesting to see how people react to Johnson’s new launch.

Project Rock initiative sparked a lot of debate and criticism among people

‘The Great One’ launched his Project Rock shoe brand last year in August in collaboration with the world’s premier mixed martial arts organization, UFC. With this partnership, Johnson intended to bring innovation, technology, and quality to the shoe market.

The first products in his co-branded shoe line were Project Rock x UFC BSR 2 and Project Rock Slides. Under Armour’s ‘Project Rock’ became the official footwear of the UFC after its launch. As a result, fighters in the MMA promotion wore them during their shows.

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The promotion of Johnson’s shoes by UFC resulted in massive discontent among fighters. Many fighters demanded that they weren’t paid to promote the shoes, but it was only a means to benefit UFC and ‘The Rock’ without benefiting others.

Nate Diaz, a UFC fighter, also slammed Johnson’s business deal with UFC. In an ESPN interview with Megan Olivi backstage, he made negative comments about Project Rock shoes. With all the criticism, how will Johnson’s new shoe edition do in the market? What are your thoughts about PR6? Let us know in the comments below.

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