Under Armour is looking to rebound after a disappointing quarter this year, and they’re turning to A$AP Rocky to help them do it. According to multiple outlets, the American sportswear giant has tapped Harlem’s own to help reinvigorate their image and faltering sales. It’s a move that has worked in the past with the likes of Kanye West, Drake, and Rihanna, injecting a bit of youth into Adidas, Jordan, and Puma respectively. Now with Rocky inked, Under Armour hopes they too will have a competitive edge against rival brands.
The deal was first reported this weekend by Susquehanna Financial Group analyst Sam Poser. Vertical writer, Nick DePaula, backed up the claim on Twitter soon after. As of now, it appears as though Rocky will join a creative division at Under Armour’s high-end retail line, UAS. This move could unite the A$AP leader with Belgian designer Tim Coppens, who has been working with Under Armour since last year. Rocky would likely join the fold to contribute to the team’s lifestyle offerings and potential sneaker models, although this has yet to be confirmed.
The New York-born, Rakim Mayers, is no slouch when it comes to fashion. Along with his input on recent upstart, VLONE, Rocky has also dropped his own collaborations with Adidas and GUESS. The latter capsule has proven to be a successful partnership, with items reselling on online markets for a hefty markup price. Meanwhile, the alleged Under Armour collab remains a poorly kept secret, and fans will have to wait patiently until an official statement is released. In the meantime, you can check out pieces from A$AP Rocky’s most recent GUESS line here.
