News of Rocky’s deal with Under Armour first surfaced over the summer. He was was rumored to have been brought on to head lead the company’s lifestyle category, but not much else was said of the alleged partnership.
Dishing on his new venture, A$AP said, “I wanted more than a collaboration partner. The only way to achieve this is with someone who is like-minded. The Under Armour team, and especially CEO and founder Kevin Plank, has a shared vision, enthusiasm, and desire to do the same,“ in a press release to Bossip.com.
Reflecting on his journey as a youth and the importance of having a creative outlet Rocky continued, “I grew up in Harlem, and had limited resources to channel my inner-creativity, so I spent too much time on the streets when I should have been more productive. I now have the ability to create a better situation for today’s kids so they can go from school to a safe place to create without boundaries.”
No stranger to inking deals with majors, A$AP Rocky previously released a series of collaborations with Adidas Originals imprint and Jeremy Scott.