Between the Rock and a hard place: the shoe deal hurting UFC fighters

In the lead-up to the final fight on his UFC contract earlier this month, Nate Diaz took aim at Dwayne ‘The Rock’ Johnson over the film star’s recently announced footwear deal with the UFC.

“These shoes fucking suck,” Diaz said while holding up one of Johnson’s Project Rock shoes in front of the camera during an ESPN interview ahead of UFC 279. “Look at these shoes. They made me put this shit on. Fuck these shoes.”

Though Diaz’s comments were cut from the official broadcast, the clip later went viral after being posted anonymously to Twitter. At the time, it served as the only example of a UFC fighter publicly speaking out against the organization’s newest sponsor – a sponsor whose money is unlikely to enrich the athletes putting their bodies on the line in a punishing sport.

In late August, the UFC announced a multi-year partnership with Project Rock, a partnership between Johnson and Under Armour to create co-branded footwear that would be provided to fighters as part of their official kit for bouts. All UFC fighters and corner teams are obligated to wear Project Rock footwear during fight-week events, workouts, as well as during their walk to the octagon.

Our @UFC ✖️ @ProjectRock partnership is anchored in hard work & legacy. Work ethic & legacy are the pillars of all @UFC athletes. The #HardestWorkersInTheRoom defining their LEGACY. @ProjectRock is proud to be the official footwear partner of UFC. #ForThoseWhoWalkTheWalk pic.twitter.com/aSNl0Nwnum

The partnership was signed in January 2022 and officially commenced at UFC Fight Night: Gane vs. Tiuvasa on 3 September.

“The men and women warriors of UFC compete in their iconic Octagon with pride, purpose, passion, intensity and MANA,” Johnson said in the UFC press