A$AP Rocky Signs With Under Armour To Lead Lifestyle Category
Under Armour has been working hard to compete with both Adidas and Nike in both sales and relevancy. It looks like their latest move may do just that - and then some. Sam Poser, an analyst for Susquehanna International Group, reports that A$AP Rocky has just inked a deal with the athletic wear retailer for an undisclosed amount.
Rocky will join Steph Curry who recently signed a $201 million dollar contract extension with NBA’s Golden State Warriors. The move can be seen as an attempt to draw in youth interest to a slumping brand. In the first quarter of 2017, shares were sent plummeting after Under Armour reported a decrease in holiday sales. They also projected a soft sales goal for the rest of 2017.
Rocky, who currently serves as Creative Director for MTV’s Labs, has been preparing for the release of A$AP Mob’s Cozy Boy Tapes: Vol. 2. He’s also featured in Tyler The Creator’s new single, “Who Dat Boy”, from his latest album, “Scum Fuck Flower Boy”.