Hypebeast is reporting that rapper A$AP Rocky has recently signed a deal with Under Armour. The move for the struggling sportswear brand is in the same vain as Nike and Puma, the latter making extreme gains by partnering with Rihanna, Kylie Jenner and The Weeknd.
Under Armour partnered with A$AP Rocky in an effort to build their lifestyle brand and hoping that the rapper’s identity will help increase Under Armour’s overall evaluation. The ins and outs of the deals have yet to be discussed but as Under Armour’s stock continues to dip, the brand had to do something.
Industry insiders point out that Although A$AP Rocky is considered a big name in the music industry, he hasn’t really released any music lately and no longer shares the same level as hype as he once did. The rap industry is currently dominated by a swath of “new school” rappers like Lil’ Yachty, Lil Uzi Vert, The Migos and established hip hop Monoliths like JAY-Z the middle ground of hip hop stars are losing traction and it could be said that Under Armour and A$AP Rocky’s trajectory follows the same declining path.