On the heels of signing with Under Armour, rapper and record producer A$AP Rocky dropped in on an East Baltimore community center music lab last week to offers tips to students.
Under Armour partnered with the recording artist last month as the brand seeks to tap into pop culture and better connect with young consumers. A$AP Rocky plans to work with Under Armour to develop new products and create programs for kids in underserved communities.
During his A$AP Mob Too Cozy Tour, the rapper stopped in Thursday at UA House at Fayette in East Baltimore, a community center with an after-school music lab program for students, where he listened to and discussed their work.
The rapper’s new apparel and footwear line will be part of Under Armour Sportswear, the brand’s first foray into high-end fashion, unveiled last year. He’ll also collaborate to update and launch community centers in Baltimore, Los Angeles and New York that will give students an outlet for art, fashion, music and sport.
“I grew up in Harlem, and had limited resources to channel my inner creativity, so I spent too much time on the streets when I should have been more productive,” A$AP Rocky said in a statement. “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.”
He said he signed with Under Armour because the brand believed in his idea to “turn sportswear products on their head while bettering kids’ lives.”
Todd Montesano, Under Armour’s senior vice president of global entertainment and partnerships, called the partnership with the rapper a first for the brand.
“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,” Montasano said in a statement.
The artist’s studio album, At.Long.Last.A$AP, was the second No. 1 album debut on the Billboard 200’s R&B Hip Hop and Rap charts. When it was released May 26, the album peaked at No. 1 in iTunes in more than 31 countries.