The sneaker industry moves in the most unpredictable ways. This time finding Under Armour in alliance with A$AP Rocky.
Not only will the brand use his namesake for a lineup of epic proportions. The collab also aims to build community-based programming for underserved youth throughout the country. The line will be housed under Under Armour Sportswear, the brand’s elevated lifestyle division.
“I wanted more than a collaboration partner,’” said A$AP Rocky. “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. I grew up in Harlem, and 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.”
The collaboration includes projects that will update existing as well as launching new community centers in neighborhoods where creativity through art, fashion, beauty, music and sport. Baltimore, Los Angeles and New York will be prioritized.
“Our relationship with Rocky is a first for Under Armour; he is one of the most influential style leaders working off field in the world today and we respect his pure creative expertise and passion for culture and community,” said Todd Montesano, SVP of Global Entertainment and Partnerships. “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. Furthering our unique and truly first-of-its-kind partnership together, we’ll prioritize giving back in disadvantaged communities, particularly with the youth of America.”
A$AP Rocky is now a part of the roster with The Rock, Stephen Curry, Cam Newton and Tom Brady. Are you keen on this team up?
In other news, we think A$AP would rock these Saint Laurent Signature Classic SL/06 Optic Whites.