Under Armour teams up with musician A$AP Rocky to give back to local communities and create new product, marking the first time the athletic footwear giant has signed a deal with a musician.
The new collection will live under the Under Armour sportswear name, as an elevated lifestyle product line from the brand.
The news comes as little surprise to sneakerheads, with musicians like Pharrell Williams and Teyana Taylor repping Adidas and Reebok. Meanwhile, the deal Under Armour dubbed a “strategic partnership” will hopefully help Under Armour’s dwindling sales.
Under Armour cites a shared desire to positively impact the lives of kids in underserved communities as the reason for bringing A$AP Rocky onto the team to create a series of philanthropic community-based programs and help develop new products.
“I wanted more than a collaboration partner,” said 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 campaign will include updating and creating new community centers in Baltimore, Los Angeles and New York, providing areas where students and families can go to express their creativity through art, fashion, beauty, music and sport. Accompanying the new and improved centers will be consistent programming led by instructors, including Rocky—as a participant.
“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, Under Armour 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.”