Economy

Under Armour Announces ASAP Rocky Partnership

Under Armour Announces ASAP Rocky Partnership”

Back in early July, word dropped that Lord Pretty Flacko Jodye was teaming with Under Armour to help design their kicks and fits.

Under Armour announced today that it is joining forces with rapper A$AP Rocky in "a multi-faceted strategic partnership", according to WWD. Under Armour's current struggles have been well documented, but in Rocky, they're getting not only one of the most influential men in fashion-and the rare celeb with experience in that world, too: Rocky has previously collaborated with the likes of Adidas, J.W. Anderson, and more.

Ultimately, the deal will also prove beneficial from a philanthropy standpoint, with Under Armour stepping in to provide organized programs for impoverished youth in communities like Baltimore, Los Angeles, and NY. It will also provide support for community centers in Baltimore, Los Angeles, and NY.

"The only way to achieve this is with someone who is like minded", Rocky said.

Rocky's apparel and footwear collection will be housed by Under Armour Sportswear, the company's lifestyle product initiative.

A$AP Rocky joins other Under Armour signed celebrities including Stephen Curry, Cam Newton, Misty Copeland and Jordan Speith. "We believe Rocky will undoubtedly provide an impact across our business and it is our intent to empower him and his numerous talents to explore new product avenues".

We look forward to seeing what this partnership creates.



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