# UFC Athlete-Backed Footwear Project Rock X Charles Oliveira Partner for a Purpose-Driven Campaign By Georgia Wray Norsten | Published 2025-08-28 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/project-rock-x-charles-oliveira References: [instagram](https://www.instagram.com/projectrock/?hl=en) & [about.underarmour](https://about.underarmour.com/en/) [Project Rock](https://www.trendhunter.com/trends/hatsune-miku-voltage-live) x Charles Oliveira star in [Under Armour](https://www.trendhunter.com/trends/we-are-football) and Dwayne Johnson’s latest campaign, developed in partnership with Seven Bucks Marketing. The campaign highlights the launch of the 'Project Rock 8,' the most advanced iteration of the brand’s training shoe, designed for versatility, durability, and peak performance. Oliveira, a former UFC Lightweight Champion and Brazilian Jiu-Jitsu black belt, exemplifies the Project Rock ethos of resilience, hard work, and discipline. His involvement underscores the brand’s alignment with athletes who embody perseverance and intent-driven training. With video content at its core, the collaboration highlights Johnson’s mission to design gear that pushes athletes beyond their limits, with no excuses. By partnering with Charles Oliveira, Project Rock strengthens its credibility in combat sports and global [MMA](https://www.trendhunter.com/trends/ufc-strike) culture. The launch of the Project Rock 8 is poised to drive consumer engagement across athletic and lifestyle segments, expanding reach beyond traditional training apparel. Image Credit: Project Rock x Charles Oliveira ## Trend Insights (Trend Hunter) - Score: 8.2/10 - Popularity: 99% | Activity: 97% | Freshness: 49% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Celeb Products](https://www.trendhunter.com/celebproducts) ## Related on Trend Hunter - [Football-Centric Hero Campaigns](https://www.trendhunter.com/trends/we-are-football.md) - [Performance Institute-Backed Protein Bars](https://www.trendhunter.com/trends/ufc-performance-institute.md) - [Vibrant Blue-Toned Performance Capsules](https://www.trendhunter.com/trends/tropical-tide-collection.md) - [Jiu-Jitsu-Inspired Eyewear Collections](https://www.trendhunter.com/trends/ap-x-oakley-collection.md) - [Athlete-Starring Footwear Campaigns](https://www.trendhunter.com/trends/speed-shopping.md) - [Official Athletic Footwear Partners](https://www.trendhunter.com/trends/rogue-invitational.md) - [Stylish Footwear Campaigns](https://www.trendhunter.com/trends/flex-as-you-go.md) - [Football Athlete-Headed Footwear Campaigns](https://www.trendhunter.com/trends/travis-hunter.md) - [Athlete-Collaborative Performance Shoes](https://www.trendhunter.com/trends/dame-x.md)