Under Armour has just announced that they will be signing A$AP Rocky to be the face of their lifestyle line. While already involved in Sonic fashion catalogs, he will now be the official face to UA’s casual category.

According to Under Armour, he’ll be the face of the company’s lifestyle initiative, despite continued struggles with poor product segmentation within volume distribution channels.

So while rumors of an upcoming adidas Originals collaboration was in the works, it now looks like the Harlem rapper will be moving forward with Under Armour.

UPDATE: It’s official. Under Armour has announced their partnership with A$AP Rocky.

“I wanted more than a collaboration partner,” said Rocky via press release. “The only way to achieve this is with someone who is like-minded. The Under Armour team, and especially CEO and founder Kevin Plank, has a shared vision, enthusiasm, and desire to do the same. I grew up in Harlem, and had limited resources to channel my inner-creativity, so I spent too much time on the streets baratas I should have been more productive. I now have the ability to create a better situation for today’s kids so they can go from school to a triggerpoint place to create without boundaries.”