UFC announced on January 21, 2022, that Project Rock, the motivational performance brand created by The Rock Dwayne 'The Rock' Johnson, has been named the Official Footwear Partner of UFC. This multi-year agreement outfits UFC athletes and their corner teams with Project Rock footwear during official UFC Fight Week activities.

The Rock was appointed to the Board of Directors of TKO Group Holdings, the premium sports and entertainment company that oversees both WWE and UFC, marking a pivotal moment in his career.

The Rock acquired a stake in Voss Water, becoming a strategic advisor to help drive the brand’s expansion into new international markets. His involvement also included collaboration on innovative product categories and the 'Live Every Drop' campaign showcasing his commitment to the brand.

Zoa Energy's latest campaign, dubbed 'Big Dwayne Energy', marks a major shift for the brand as it launches its most disruptive initiative ever, following a high-velocity year of new products and enhanced formulas. The Rock co-founded this better-for-you energy drink brand and serves as its Chief Energy Officer, actively promoting its mission and products.

The Rock launched PAPATUI, a men's personal care brand focused on wellness and luxury scents. The collection debuted on PAPATUI.com and became available in Target stores beginning March 10, 2024.

Under Armour announced a global partnership with The Rock in January 2016, allowing him to collaborate closely with the brand to create an array of innovative footwear, apparel, and accessories inspired by his own lifestyle and fitness regimen.