Under Armour has chosen a New York rapper, A$AP Rocky, as its newest testimonial, evidently to make a statement in the growing lifestyle segment of the sports market. The brand has focused on athletes until now, whereas its competitors have successfully associated their brands with well-known entertainers like Kevin Hart for Nike, Kanye West and Pharrell Williams for Adidas, and Kylie Jenner and Rihanna for Puma. Rocky has had collaborations with Christian Dior and Guess.