Under Armour made a big splash this weekend as they have agreed to make rapper A$AP Rocky the face of their lifestyle line. The multi-year deal will be a non-exclusive partnership that will empower Rocky to work hand-in-hand with UAS creative director Tim Coppens and his team of designers on lifestyle footwear and apparel. With Stephen Curry being the driving force behind Under Armour Basketball’s surge over the last few years, adding A$AP Rocky should provide a big boost to a different department of the brand and will also bring in a wider audience.

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