The A$AP Mob continues to make moves as its leader A$AP Rocky signs with Under Armour to lead the brand’s lifestyle category, according to Susquehanna analyst Sam Poser. Under Armour has made some steady moves in an effort to break into the casual lifestyle category, signing on Tim Coppens to design the UAS line, but joining forces with A$AP Rocky is undeniably the brand’s biggest move to date. After experience a booming rise in 2015 and most of 2016, Under Armour has been struggling to meet sales expectations as stocks continue to dip, with this Thursday’s reports revealing a 7% drop in shares.
A$AP Rocky was previously involved with adidas, releasing a few collaborations under the Originals imprint as well as with Jeremy Scott. Rumors of another adidas Originals collaboration for the near future were also swirling around, but that might be scrapped now that the Harlem-bred rapper and style icon is now affiliated with UA.