The athletic apparel brand collaborated with A$AP Rocky to design a new shoe and pop-up shop to celebrate its release, offering visitors exclusive merchandise, a rave party and an indoor skate park

Under Armour kicked off the release of its latest merchandise, the result of a partnership between the brand and popular rapper A$AP Rocky, with a New York City pop-up shop. The Harlem location offers visitors a three-story experience centered around the inspiration behind and promotion of Rocky’s SRLo shoe.

From bottom to top, the levels of the shop featured Rocky’s motivation and ideas behind his design, the chance to buy a pair of the limited-edition sneakers for $250, a rave put on by Rocky and the A$AP Mob for their VIP guests, and even an indoor skate park. The pop-up had 500 pairs of SRLo in stock, and shoppers could choose from two color schemes: black and black or black and blue.

While pop-up shops are quickly becoming a go-to retail strategy, Under Armour intended to offer consumers a more exclusive experience, affording them the chance to meet the rapper-designer himself while celebrating the launch as well.

Under Armour

A$AP Rocky


Lead image: Under Armour via Instagram

Under Armour kicked off the release of its latest merchandise, the result of a partnership between the brand and popular rapper A$AP Rocky, with a New York City pop-up shop. The Harlem location offers visitors a three-story experience centered around the inspiration behind and promotion of Rocky’s SRLo shoe.

From bottom to top, the levels of the shop featured Rocky’s motivation and ideas behind his design, the chance to buy a pair of the limited-edition sneakers for $250, a rave put on by Rocky and the A$AP Mob for their VIP guests, and even an indoor skate park. The pop-up had 500 pairs of SRLo in stock, and shoppers could choose from two color schemes: black and black or black and blue.