Under Armor has officially added one of hip-hop's most fashionable artists - A$AP Rocky - to their already expansive celebrity roster. While the signing was originally reported back in July, Under Armour made it official through a joint press release from brand ambassadors and Rocky himself. It seems as if the partnership will operate within Under Armour's Sportswear line, and will hopefully expand the brand's reach beyond the realms of performance wear. In other words, the brand is hoping that Rocky's eye for style and cool persona can help take Under Armour to another level of fashion credibility.
Ultimately, the deal will also prove beneficial from a philanthropy standpoint, with Under Armour stepping in to provide organized programs for impoverished youth in communities like Baltimore, Los Angeles, and New York. In the press release, Rocky explains his decision to partner with Under Armour, stating:
"I wanted more than a collaboration partner. The only way to achieve this is with someone who is like-minded. The Under Armour team, and especially CEO and founder Kevin Plank, has a shared vision, enthusiasm, and desire to do the same. I grew up in Harlem, and had limited resources to channel my inner-creativity, so I spent too much time on the streets when I should have been more productive. I now have the ability to create a better situation for today’s kids so they can go from school to a safe place to create without boundaries."
It's a good look for Rocky, especially when you throw the noble goal into the mix. Props to the A$AP Mob ringleader for stepping up to do some good for the all the creative kids out there, who might otherwise not have a platform. In other news, Rocky has teased that a new solo album would be "coming A$AP," so keep an eye out for that.
