When Dwayne “The Rock” Johnson recently announced a shoe deal between his Project Rock line and the UFC, his social media campaign included a hashtag: #ForThoseWhoWalkTheWalk. The partnership, Johnson wrote , “is anchored in hard work and legacy.” In other words, it’s about the fighters. In reality, that’s debatable. According to reports , fighters don’t receive a cut of the revenue from the lucrative deal struck between the UFC and Under Armour, which owns Johnson’s Project Rock collection of shoes and apparel. The deal states that UFC fighters, who already have to wear Venum uniforms as part of an apparel deal, also must wear “The Rock’s” shoes during ceremonial weigh-ins and while walking out to the octagon.
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