Back in early July, word dropped that Lord Pretty Flacko Jodye was teaming with Under Armour to help design their kicks and fits. Today (Sept. 15), A$AP Rocky and the athletic apparel brand announced a strategic partnership with the goal of aiding the lives of youth in underserved communities.
Along with developing new gear, A$AP and UA plan create a series of “philanthropic community-based programs.” Some of those immediate moves include refreshing and creating new community centers inBaltimore, Los Angeles and New York community students and families can go to express themselves via sport, art, fashion and music.
“I wanted more than a collaboration partner,’” said Rocky, who plans to also be an instructor, via a press release. “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.”
He added, “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.”
The forthcoming collection is set to feature “elevated lifestyle products” and will be housed amidst Under Armour Sportswear.
While Under Armous has made strides via sports and entertainment figures like Stephen Curry and Dwayne “The Rock” Johnson, A$AP is the first artist to get down.
“Our relationship with Rocky is a first for Under Armour; he is one of the most influential style leaders working off field in the world today and we respect his pure creative expertise and passion for culture and community,” said Todd Montesano, SVP of Global Entertainment and Partnerships, via a press release, adding. “We believe Rocky will undoubtedly provide an impact across our business and it is our intent to empower him and his numerous talents to explore new product avenues. Furthering our unique and truly first-of-its-kind partnership together, we’ll prioritize giving back in disadvantaged communities, particularly with the youth of America.”
A$AP Rocky is for the kids.
We look forward to seeing what this partnership creates.
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