The fashion killa, A$AP Rocky signs contract with Under Armour to help with its lifestyle product category. Rocky, a fashion icon within the hip hop culture, is a man of versatility. Working with brands such as Dior, and his favorite RAF Simons, he’s got quite the challenge ahead to turn this activewear brand around.
Under Armour has top athletes signed to them, and most people are thinking how in the world would A$AP Rocky fit into this? Can he really help the brand breakthrough from being associated with just sportswear? With his huge following, more than the UA Instagram account he’s sure to bring brand awareness toward a younger, hip market. The multi year deal will focus on footwear and apparel that won’t include the company’s logo on them. This should help drive business up since in the past it’s been a feature that turned customers off. Hopefully with Rocky’s influence products will sell out in no time thus boosting sales and putting Under Armour back on the map
Can A$AP Rocky make Under Armour “cool” by targeting the millennial market? Is he the catalyst in taking the brand to new heights? He’s definitely shown that you can have “street roots” while looking like you’re fresh off the runway. I’m sure this collab is something that many people will be looking forward to. Its really giving him the chance to put his design capabilities to the test and we can’t wait to see the end result.