Under Armour has officially announced their newest partnership with rapper A$AP Rocky. The Under Armour family also includes Stephen Curry, Tom Brady, Cam Newton, Dwayne "The Rock" Johnson, and others. Under Armour welcomes A$AP Rocky with the opportunity for product collaborations and community building for underserved youth around the United States. The brand will also be housing A$AP's clothing line to promote Under Armour Sportswear- an elevated lifestyle line.
A$AP Rocky will begin the community building by launching new community centers in places like New York, Baltimore, and Los Angeles. These centers are being created in hopes that students and their families can express themselves through art, beauty, fashion, and of course- sport.
Rocky said of the partnership, “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.”
SVP of Global Entertainment and Partnership, Todd Montesano said, “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.”