15th Sep2018

A$AP Rocky Tells the Story Behind His New Under Armour Sneaker

by @Djordje

If anyone not named Kanye West is responsible for the decade-long love affair between high fashion and hip-hop, it’s A$AP Rocky. The Harlem rapper was shouting out Raf Simons and Rick Owens long before those designers were household names, and even longer before those same brands made sure he had first access to their newest wares. So it was more than a little surprising when the leader of the A$AP mob, showed the world his very first sneaker back in May—and it looked a whole lot like a much-maligned, 20-year-old skate shoe, the ultra-chunky, tongue-heavy Osiris D3. While peers like ‘Ye Big Sean, Pusha T, and Pharrell had jumped headlong into sneaker design, Rocky, ever the iconoclast, had taken his time…and rebooted a vintage skate shoe?

Continue reading on GQ Magazine.

05th Aug2018

(Video) A$AP Ant Shows Under Armour Basketball Around Baltimore

by @Djordje

Along with giving insight into his cutthroat approach to the music industry, — which was bred through his experiences being born in Baltimore — A$AP Ant stops by to talk about the best value meal in Baltimore.

Via Under Armour Basketball.

03rd Mar2018

(Video) A$AP Twelvyy Drops Bars and Buckets with Under Armour Basketball

by @Djordje

Hot off his debut album, 12, A$AP Twelvyy hits the court to show off his game. Twelvyy explains what it means to be in A$AP Mob and tells the story of how he got started in the the music industry. In this episode, both bars and buckets are on display. It’s Time to Shoot Your Shot.

Via Under Armour Basketball.

17th Sep2017

A$AP Rocky & Under Armour Announce New Partnership

by @Djordje

Following rumors, Under Armour today confirms a new partnership with rapper/style maven A$AP Rocky.

Not only will Rocky be teaming up with UA for an array of new products, but the multi-platform collaboration also centers around building community-based programming for underserved youth throughout the country. As could be expected, his line will be housed under Under Armour Sportswear, the brand’s elevated lifestyle product initiative.

“I wanted more than a collaboration partner,’” said A$AP Rocky. “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. 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. Under Armour was the company that was most excited about my idea to turn sportswear products on their head while bettering kids’ lives.”

Rocky and UA’s philanthropic work will include updating existing as well as launching new community centers in neighborhoods where students and their families can go to express their creativity through art, fashion, beauty, music and sport. Baltimore, Los Angeles and New York will be areas of initial focus.

“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. “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.”

A$AP Rocky joins the likes of Stephen Curry, Cam Newton, Tom Brady and Dwayne “The Rock” Johnson, among others as a part of the Under Armour fam.

Via Highsnobiety.