A$AP Rocky Partners With Under Armour to Manage Lifestyle Brand

Under Armour hired A$AP Rocky to help lead their Lifestyle category.

Sneaker News reports that Under Armour has been unsuccessful in breaking into the lifestyle market so they are hoping that Rocky can help them be more appealing to the young and athletic crowd. The company also acquired veteran designer Tim Coppen to assist in updating their current apparel line.

Under Armour has been expanding the branding of their sneaker category with Golden State Warriors player Stephen Curry and actor Dwayne “The Rock” Johnson as among their big-name celebrity endorsers. However, after experiencing a boom in 2015 and 2016, the company has been struggling to meet sales expectations and their stocks recently have taken a dip.

Rocky was working with adidas originals on a few collaborative projects with Jeremy Scott. However, it’s unclear if the new UA deal will affect that situation.