Under Armour officially announces A$AP Rocky partnership

By

Obi Anyanwu

Published
Sep 18, 2017

Under Armour on Friday officially announced its partnership with rapper A$AP Rocky. The announcement comes two months after the Baltimore-based sportswear company reportedly signed the 28-year-old rapper as the face of its lifestyle division.
 

 
The sportswear company shared a photo of Rocky and the Under Armour logo on social media with the caption, “.‪@asvpxrocky in the House. ‪#WEWILL.”

The partnership between UA and Rocky will be more than a brand ambassadorship. The two parties will produce a collection under the Under Armour Sportswear label, and they will partner on philanthropic community initiatives in Under Armour’s home city of Baltimore, Los Angeles, and New York City, where Rocky was born and raised.

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Rocky said in a statement, “I wanted more than a collaboration partner. The only way to achieve this is with someone who is likeminded. The Under Armour team, and especially CEO and Founder Kevin Plank, has a shared vision, enthusiasm, and desire to do the same.”
 
Under Armour and Rocky plan to open community centers that will allow students to express their creativity through “art, fashion, beauty, music and sport."
 
“I grew up in Harlem, and had limited resources to channel my inner-creativity,” continued Rocky. “I spent too much time on the streets when I should have been more productive. I now have the ability to create a better situation for today’s kids so they can go from school to a safe place to create without boundaries. Under Armour was the company that was most excited about my idea to turn sportswear products on their head while bettering kids’ lives.”
 
Rocky joins Under Armour’s growing list of ambassadors that includes Stephen Curry, Tom Brady, Dwayne “The Rock” Johnson, Misty Copeland, Cam Newton, and Gisele Bundchen.

The announcement also comes a few weeks after Nike announced a partnership with rapper Kendrick Lamar.