Under Armour has big plans to ensure that they become as influential in the athleisure and sports wear industry as Nike and Adidas. In order to obtain that goal, the athletic brand has announced that they will be collaborating with rapper A$AP Rocky. This collaboration is a big deal as it is the first of its kind for Under Armour. Despite having partnerships with Dwayne “The Rock” Johnson and Misty Copeland, Under Armour is typically known for working with athletes. A$AP Rocky is frequently noted for his style, and this collaboration is the brands way of trying to rebrand themselves by boosting their image and trying to be seen as being more fashionable.

This partnership will also have a philanthropic aspect to it. Under Armour along with A$AP Rocky will be establishing community centers in urban areas in order to help at risk youth. Rocky says that while growing up in Harlem he wishes he had a safe space for him to express his creativity. These community centers will provide the same protection that A$AP Rocky wishes he had for these inner city kids. The community centers will start off by being launched in cities such as Baltimore, New York, and Los Angeles.

Working with Under Armour will not be the first collaboration A$AP Rocky has been a part of. In the past he had worked with Adidas as a part of their lifestyle brand. Celebrity and athletic brand collaborations have been increasingly popular over the last few years. There is Kanye with his wildly successful Yeezy line with Adidas and Rihanna with her Fenty Puma collection. These celebrity collaborations tend to boost hype around a brand. Hopefully working with A$AP Rocky will have the same effect for Under Armour.

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Fashion Major, University of Alabama, Chicago, Photography

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