As UFC 328 approaches, reigning UFC champion Alex Pereira is stepping into the spotlight outside of the Octagon as the face of a new campaign from Project Rock and Under Armour.

Project Rock, the performance training brand founded by Dwayne “The Rock” Johnson in partnership with Under Armour, unveiled a new campaign centered around Pereira and the emotional pressure athletes face before stepping into competition. The campaign highlights the quieter, more personal side of fight preparation rather than the chaos and spectacle often attached to major UFC events.

The campaign follows Pereira during the tense moments leading up to a fight, focusing on the pressure, expectations, and mental weight carried by elite athletes before walking into battle. Rather than leaning entirely into intensity and aggression, the story pivots when Pereira notices a young fan in the crowd, reconnecting him with the deeper motivation behind his journey and career.

The message behind the campaign centers on the idea that even at the highest level of combat sports, athletes are still driven by personal purpose, inspiration, and the people who support them along the way.

The release also serves as the official launch of the new Project Rock BSR 5 Training Shoes. The “Blood. Sweat. Respect.” training shoe was designed to handle multiple forms of training, including strength work, HIIT sessions, conditioning, and mobility exercises.

You can see the new Alex Pereira Project Rock BSR 5’s below.

According to Under Armour, the BSR 5 was created to provide versatility throughout every phase of training, giving athletes a shoe built for both explosive performance and everyday preparation.

Pereira continues to be one of the UFC’s biggest global stars and most recognizable champions, making him a natural fit for the latest Project Rock campaign heading into one of the company’s biggest UFC promotional windows of the year.

The timing of the campaign alongside UFC 328 places additional focus on Pereira as one of the promotion’s marquee attractions, while also further connecting Project Rock and Under Armour to the combat sports audience.

Fans can expect the campaign to roll out across digital and social media platforms in the lead-up to UFC 328.

We will have coverage of UFC 328 here at Bodyslam.net, so check back for more updates.