A$AP Rocky
via Instagram / A$AP Rocky

Under Armour has signed A$AP Rocky as the new face of the brand’s lifestyle footwear and apparel.

The rapper joins signees Dwayne “The Rock” Johnson and NBA star Stephen Curry as the latest endorsers of the brand, reports Susquehanna Financial Group analyst Same Poser.

The move is Under Armour’s latest move to grab more of the sneaker market share, after seeing its stock dip this week 7 percent. The company has struggled to meet to meet sales expectations, following an increase in sales in 2015 and 2016.

Their hope is that Rocky can help reach wider demographics. He currently has 6.3 million followers on Instagram and 1.63 million Twitter followers.

Rocky is no stranger to the fashion world. He previously teamed Guess to create two capsule collections under their Guess Originals line. He also the face of Dior’s Fall/Winter campaign in 2016.