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Why Under Armour Collaborated With A$AP Rocky on a Skate Shoe

More than a year after rumors emerged, the Under Armour and A$AP Rocky collaboration is finally available to purchase.
Officially named the AWGE x Under Armour SRLo, the sneaker will be sold today at an experiential pop-up in Harlem. The space, titled AWOL, which was created in partnership with AWGE, A$AP Rocky’s creative agency, and Matte, a creative agency and production company, features four floors.
The basement is dedicated to retail, the first floor is a skate park, the second floor is an AWGE interactive space, and the third floor will host a rave. The shop exemplifies what influenced Rocky when developing the shoe with Dave Mayhew, a former pro skater who helped design the original Osiris D3 20 years ago with Brian Reid. The pop-up will be open to the public from 4 p.m. to midnight.
The skate category is a new world for Under Armour, but they lent Rocky complete creative freedom and tied the shoe back to performance by integrating its Hovr cushioning technology to make it light and comfortable. The shoe retails for $250, one of Under Armour’s most expensive price points, and comes in black along with a black-and-white colorway.
“Rocky is a creative force. He’s like a tornado that

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Via:: https://wwd.com/menswear-news/mens-accessories/aap-rocky-awge-under-armour-srlo-1202812072/