Following rumors, Under Armour today confirms a new partnership with rapper/style maven A$AP Rocky.
Not only will Rocky be teaming up with UA for an array of new products, but the multi-platform collaboration also centers around building community-based programming for underserved youth throughout the country. As could be expected, his line will be housed under Under Armour Sportswear, the brand's elevated lifestyle product initiative.
“I wanted more than a collaboration partner,’" said A$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.”
Rocky and UA's philanthropic work will include updating existing as well as launching new community centers in neighborhoods where students and their families can go to express their creativity through art, fashion, beauty, music and sport. Baltimore, Los Angeles and New York will be areas of initial focus.
“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.”