ASAP Rocky and Under Armour Announce New Partnership
Over the weekend, New York rapper A$AP Rocky announced a multi-faceted partnership with sportswear apparel and footwear brand, Under Armour. The partnership between the "Everyday" rapper and UA will focus on bringing a positive impact in the lives of those less fortunate by building a series of community-based programs, as well as developing new collaborative products that'll be housed by Under Armour Sportswear.
In addition, the joint venture between Rocky and UA will include updating existing community centers and rolling out new ones in neighborhoods where students and their families can go to express their creativity through different mediums. The partnership will focus on centers in Baltimore, Los Angeles and New York and feature consistent programming led by experienced instructors, including Rocky himself.
“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.”
No official word yet on when fans will start to see the Under Armour x Rocky collection but with the news recently unveiled, it could only be a matter of time before we see the first pieces from this partnership.
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