Last weekend, we reported that Under Armour has signed rapper ASAP Rocky to a multi-year endorsement deal. While the partnership hasn't officially been announced, word is expected to come down shortly that Rocky will be the face of the brand's lifestyle-oriented UAS sportswear category. At least initially, the move has generated the desired reaction throughout social media platforms, but will the talk translate to success at the registers? Our own Rich "Maze" Lopez and Brendan Dunne tackled the topic on this week's episode of Full Size Run.
"Not to say it's bad, but it's very unnnatural," said Lopez about Rocky joining Under Armour. "This is going to be hard for Rocky."
Dunne, citing Under Armour's lack of deep-rooted history, believes it'll be tough to sell an organic connection.
"A lot of times it's like, 'Oh yeah, I remember wearing this brand when I was growing up,' but noone's buying that," said Dunne. "First of all, when Rocky was growing up, there were no Under Armour sneakers. Under Armour hasn't been making sneakers that long, so it's completely new territory for him and for the brand."
Both Lopez and Dunne were complimentary of the job Under Armour has done signing athletes and personalities, such as Stephen Curry, Jordan Spieth and Dwayne "The Rock" Johnson, in recent years.
The two also discuss FedEx drivers possibly stealing Yeezys, Tyler, the Creator x Converse, new Jordans and more in this week's episode, which can be viewed above. You can also watch weekly Wednesdays on Facebook Live and Friday afternoons on YouTube. If you're on the move, you can listen by subscribing on iTunes.