After announcing their partnership in September 2017, Under Armour and Harlem rapper A$AP Rocky have been laying low, assumably working on their collaboration. Now, the first image of Rocky’s lifestyle shoe has surfaced.
A$AP Rocky inking a deal with Under Armour shocked both the worlds of sportswear and fashion. Under Armour’s celebrity endorsement roster is almost entirely limited to athletes, an unsurprising revelation for a sportswear brand. The partnership with Rocky is clear evidence that UA is setting themselves up to make the jump into the lifestyle market, something that has proven very difficult for the Baltimore based brand that has seen a large decline in market share over the past several years. The first product to appear that will carry both the UA and A$AP name appears to be a chunky, 90’s inspired runner, hoping to build off of the recent “dad” shoe craze. The shoe features heavy layering and padding to provide support and a comfortable ride, and is accented by hits of red, blue, and black, with an off-white upper. No information regarding the release or has been revealed, but stay tuned to JustFreshKicks for more A$AP x UA information.
