Imagine Michael Jordan wearing Balenciagas while heading to a game in his boot cut jeans, or Pharrell Williams in Pumas? Yeah, would never happen.ĪSAP Rocky isn’t exactly without company. His sneakers aren’t exactly cheap ($250 at retail), so pulling out all the stops to move those shoes would be ideal. 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."Ī quick perusal of Rocky’s Instagram feed will find glimpses of him in Jordans, Vans, Pradas, and, even occasionally, a pair of Under Armours. 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. The Under Armour team, and especially CEO and founder Kevin Plank, has a shared vision, enthusiasm, and desire to do the same. "The only way to achieve this is with someone who is like-minded.
"I wanted more than a collaboration partner," said Rocky, via a press release, at the time. The brand has long been associated with success and winners - Steph Curry, Tom Brady, and Dwayne “The Rock” Johnson all endorse Under Armour - but the product tied to them has never been stellar.Īlthough news of the partnership dropped in July 2017, UA and Rocky officially announced their deal in September 2017. A co-sign from a legit spokesman for what’s “cool” is just what an UA could use to counter any perceptions that the brand is bland. Rocky is the young, millennial-favored MC with certified influencer credentials that make him a conduit to his generation, which just so happens to be the same crowd Under Armour hopes to attract.
On paper, the union between the Harlem rapper and the upstart athletic brand was ideal. While his bars are still top-notch and his fashion-forward style drip is choice, his gig as a spokesman for Under Armour leaves much to be desired. ASAP Rocky just may be the worst footwear endorser.
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