Under Armour doesn’t have a history of being the flyest brand ever.
The brand’s main presence has always been on courts and fields. While Nike and Adidas market to casual consumers, Under Armour sticks to their lane.
Kevin Durant even said “No one wants to play in Under Armours,” when asked about his fellow Warrior Stephen Curry’s signature shoe.
After being left out the conversation for so long, the sportswear company is ready to turn their image around. Back in July they announced an upcoming collab with fashion killa A$AP Rocky, but we had no idea what that meant considering he’s an artist.
Now it’s clear that Rocky will be working on his own line with Under Armour in hopes of making the brand more fashionable. Todd Montesano, Head of Partnerships for Under Armour, called the collaboration “a first for Under Armour” in a statement.
Along with finessing their clothes, Rocky and Under Armour are working together to renovate community centers for at risk youth. The plan will begin in Baltimore, New York, and Los Angeles and continue to grow from there. Rocky said,
“Under Armour was the company that was most excited about my idea to turn sportswear products on their head while bettering kids’ lives. I now have the ability to create a better situation for today’s kids so they can go from school to a safe place to create without boundaries.”
This is a new direction for Under Armour as well as A$AP. With Rocky bringing his swag to the brand, as he’s done with J.W. Anderson and Alexander Wang, we’re sure to see something great.
As the most fashionable man in hip-hop we can only imagine the heat that’ll come out of this collaboration.
Providing for underprivileged youth and evolving an entire brand, A$AP Rocky is not taking any Ls. With the release of Cozy Tapes Vol. 2 and this next on the rapper’s horizon, Rocky is moving the culture in the direction of his choice.
Hopefully the collab is dope and I’ll be rocking some Under Armour shit soon.