Under Armour’s Project Rock Partners With Shepherd’s Men To Support Veterans

Many veterans return home with invisible injuries that aren’t easily understood or treated. But the SHARE Military Initiative—a comprehensive rehabilitation program for veterans with traumatic brain injuries and mental health concerns—is changing the way these wounded warriors are treated and giving them renewed hope. 

That’s why Under Armour is proud to announce this year's Project Rock Veterans Day line, led by global icon Dwayne "The Rock" Johnson, to support this initiative, and the nonprofit that covers the costs of care for all veterans who need it. This special collection will support Shepherd's Men, the veteran-founded group supporting The SHARE Military Initiative at Shepherd Center, in Atlanta. While Under Armour has supported Shepherd’s Men for several years, this collection represents an even deeper level of support for the organization’s innovative and life-changing support for veterans. 

The limited-time apparel line will be released on November 6, 2024, to honor those who have served in the U.S Military and in support of Shepherd’s Men, which advocates for our nation’s veterans, and raises funds to cover the costs of the lifesaving care our veterans receive daily at the SHARE Military Initiative. Based at the nonprofit Shepherd Center in Atlanta, SHARE provides veterans with a dedicated team of clinicians trained in neurology, rehabilitative medicine, physical and occupational therapies, speech-language pathology, nursing, neuropsychology, counseling, and more. 

To honor their dedication, we proudly introduce this year’s Project Rock Veterans Day Collection in support of the Share Initiative powered by Shepherd’s Men, which helps veterans struggling with traumatic brain injury and post-traumatic stress.  

“My experience at SHARE was eye opening, transformative and the most significant turning point in my life, even more so than my time in Afghanistan. My time as part of the Shepherd’s Men team has given purpose to my life; something I had lost after my time is service. I am proud to be a part of this team and work daily to maintain a state of readiness so that I can be there for my fellow warfighter in his time of need,” said Gary Herber, United States Army. 

There is no one-size-fits-all approach at Shepherd Center. Each client receives 20 weeks of completely personalized care to meet their unique needs. And, thanks to the work of Shepherd’s Men, this transformational treatment comes at no cost to any of the military veterans, service members, and first responders who receive care. Dwayne Johnson, who has long championed veteran causes, expressed his commitment to supporting those who have served. 

"Shepherd's Men is about more than just recovery; it's about empowering our veterans to reclaim their lives and achieve their fullest potential. I am proud to partner with Under Armour to create a collection that not only honors their service but also contributes to their healing journey,” said Dwayne Johnson. 

This collection features high-performance gear that embodies strength, resilience, and the spirit of the military, allowing wearers to carry the essence of the veteran community with them wherever they go. 

The Under Armour team will be hosting a number of veterans at its Global HQ this November and at the Baltimore Raven’s Salute to Service Game on November 7. The Project Rock Veterans Day collection will be available for purchase online and at select Under Armour retail locations starting November 6. Consumers can join Under Armour and Project Rock in honoring these heroes and supporting their journeys toward healing and success. 

Military veterans, service members, and first responders who are ready to accept help and healing for traumatic brain injuries and mental health concerns can learn more here or contact SHARE by phone (404-603-4314) or email (SHAREadmissions@shepherd.org).