A$AP Rocky is for the Kids!
The much-hyped partnership has finally been confirmed. A$AP Rocky has teamed up with Under Armour to work on a variety of products. The aim of the multi-disciplined partnership in Rocky’s eyes, however, is to help build a community based around setting up programmes for under privileged children around the United States.
Rocky stated that ‘I wanted more than a collaboration partner.’ Going on to say that ‘The only way to achieve this is with someone who is like-minded. 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 Under Armour’s charity work around the partnership aims to update existing as well as launching new community centers in under privileged neighborhoods, where students and their families can go to work on creative projects through different fields such as art, music, fashion etc. The initiative aims to get the youth off the streets in areas such as Baltimore, New York and Los Angeles. Rocky commented that ‘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 is not the only one who is benefiting from this partnership, with Under Armour remarking that ‘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. The rise in Under Armour is long coming with the likes of NBA star Steph Curry and Dwayne ‘The Rock’ Johnson both announcing the partnerships with the brand in recent memory.
We at PAUSE cannot wait to see how this collaboration goes and will be keeping you updated when anything drops!
