Recording artist and Harlem native A$AP Rocky has partnered with Under Armour to develop new products an create opportunities for undeserved communities.
According to Under Armour, Rocky and UA will work together to build a series of philanthropic community-based programs as well new products. An upcoming collection between the two partners will come from Under Armour Sportswear (UAS), the brand’s higher-fashion sportswear division headed up by Ben Pruess.
“I wanted more than a collaboration partner,” said Rocky in a statement. “The only way to achieve this is with someone who is likeminded. The Under Armour team, and especially CEO and Founder Kevin Plank, has a shared vision, enthusiasm, and desire to do the same.”
A$AP Rocky and Under Armour will update existing community centers, with plans for new ones, to ensure kids and their families have somewhere to express their creativity. The effort will begin with centers in Baltimore, Los Angeles, and New York, and programming will led by experienced instructors, including Rocky.
“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,” said Rocky in a statement. “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.”
“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, in a statement. “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.”
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Source: Under Armour
