A$AP Rocky is well-known for his fashion and modeling prowess, which is probably why Under Armour decided to ink a deal with him.

According to Sneaker News, the Harlem rapper was reportedly brought on by the athletic wear giant to lead the brand’s lifestyle category. UA has previously attempted to break into lifestyle scene, signing on Tim Coppens to help design some of their most recent lines. Putting pen to paper with the A$AP Mob leader though has been their biggest move to date.

Under Armour has apparently been struggling to meet sales expectations and their stocks are continuing to dip. Thursday’s reports reveal a seven percent drop in shares. This all comes after a rise in sales in 2015 and 2016.

Previously, A$AP Rocky was involved with adidas, releasing a few collabos with their Originals imprint and Jeremy Scott. Rumors of other collaborations had been swirling, however it’s unclear what the new UA deal will do to affect that.