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Following confirmation of a deal with Harlem native A$AP Rocky back in July, Under Armour today announces details surrounding the expansive partnership and exactly what it will entail.
The multi-faceted partnership, housed under the Under Armour Sportswear umbrella, will consist of a new collection geared towards elevated lifestyle products. Yet, by in large, A$AP Rocky and Under Amour will utilize this partnership to impact the youth and provide opportunities to underserved communities.
“I wanted more than a collaboration partner,” Rocky expressed. “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. Under Armour was the company that was most excited about my idea to turn sportswear products on their head while bettering kids’ lives.”
In addition to new releases via Under Armour Sportswear, the partnership will include updating and rolling out budding community centers for students and their families to use as creative hubs for art, fashion, music, beauty and sport. Early efforts will begin in Under Amour’s home base of Baltimore, then in New York City and Los Angeles. Programming will be led by experienced instructors including Rocky himself.
“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,” stated Todd Montesano, Senior Vice President of Global Entertainment and Partnerships at Under Armour. “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.”
Stay tuned for more news from this partnership right here at Snkrs Day.
