Under Armour Announces ASAP Rocky Partnership

Under Armour officially announces its deal with Harlem rapper ASAP Rocky.

ASAP Rocky Under Armour
ASAP Rocky Under Armour

Under Armour has added another celebrity to its roster of endorsers with the signing of Harlem rapper and style influencer ASAP Rocky. News of the signing first broke in July, and was confirmed by the brand via press release on Friday.

The partnership will come via the Under Armour Sportswear line, which aims to help Under Armour's credibility outside of performance wear. It will also provide support for community centers in Baltimore, Los Angeles, and New York.

"I wanted more than a collaboration partner," said Rocky via press release. "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 has been courting the rapper since the summer of 2016. Rocky was previously signed to Adidas, where he released collaborative sneakers via the brand's range with Jeremy Scott.