Fresh of off disappointing earnings news from Under Armour yesterday (October 31, 2017), according to WWD the brand is cutting ties with Ben Pruess, president and lead creative of UAS, the brand’s premium sport lifestyle line.
Pruess joined Under Armour two years ago, coming via Adidas where he was the global vice president for for seven years. Prior to Adidas, he worked at Salomon and Bonfire Snowboard, reflecting his years as a professional snowboarder.
UAS debuted at retail in September 2016 with the intent of elevating the activewear brand and providing it access to high-end retailers including Barneys New York and Mr. Porter. The brand brought on Belgian designer Tim Coppens to create the collection. Spring 2018 will mark the final collection Coppens will be responsible for designing.
Under Armour will continue the line but plans to work with a rotating group of collaborators, starting with A$AP Rocky, who in September was signed to a “seven-figure multifaceted strategic partnership,” which includes creation of a new collection slated to hit retail sometime in 2018.
In a recent interview with GQ, Rocky was asked about the line and talked up the importance of the community centers that are a part of the project rather than the merchandise. When asked what he was planning in terms of clothing and footwear design, Rocky said, “This is the plan: You are the future, that other shit is the past, so let’s make a better way. And if I feel like designing some shit with Under Armour, I will.”
According to our sources, Under Armour has met with retailers about the collaboration but samples had been pulled because Rocky wasn’t happy with them.
Rocky was announced as a signee in September, but hasn’t been spotted wearing the brand since then.