A$AP Rocky and Under Armour Confirm Partnership, Deal to Involve Community Centers
In July, we reported that A$AP Rocky was joining the Under Armour team. Well, it’s official. The Harlem rhymer has teamed up with the footwear and apparel brand for a “multi-faceted strategic partnership,” according to WWD.
The deal consists of a collaborative collection to be release by year’s end, where it will be housed under the lifestyle division of Under Armour Sportswear (UAS) banner. There’s also a community outreach component to the deal as well. Rocky and Under Armour will launch an initiative to create community centers for students and families to express their creativity through the arts and music.
The ASAP Mob leader will be directly involve and in some cases will be teaching programs at these community centers, which have been designated for New York, Los Angeles and Baltimore.
“I wanted more than a collaboration partner," said Rocky about his joint venture. “The only way to achieve this is with someone who is like minded. The Under Armour team and especially chief executive officer and founder Kevin Plank, has a shared vision, enthusiasm, and desire to do the same.”
Rocky added that he “had limited resources to channel my inner creativity, so 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.”
Congrats to A$AP Rocky on his new partnership with Under Armour.