Under Armour debuts exclusive hip-hop album ‘UA 5X5 VOL.1 THE UNDERRATED’

Under Armour unveils their first-ever exclusive hip-hop album with Thai artists called ‘UA 5X5 VOL.1 THE UNDERRATED.’

Although some may think that sports and music don’t relate, these two elements have always been intertwined, especially hip-hop and basketball. Their strong relationship began in the late 70s and early 80s when hip-hop was on the rise. Its rhythmic beat and blunt storytelling resonated with many NBA players due to their experiences and cultural backgrounds. It was an outlet where artists and athletes bonded over their struggles and hardships before achieving success. With that, hip-hop became a community- a place with mutual respect and connection.

[All images courtesy of Under Armour Thailand]

Under Armour debuts exclusive hip-hop album ‘UA 5X5 VOL.1 THE UNDERRATED’

Today, this music genre has taken the world by storm, even Under Armour, an American sportswear company, has decided to hop on board. Recently, the brand hosted an album release party in Thonglor at BLAQ LYTE ROVER to unveil its latest venture. Featuring Thailand’s hip-hop icons like Southside, Saran, and a few emerging talents, this album surely serves its purpose – “to ignite the spirit of every underdog to embrace challenges and emerge victorious in the arena.”

“Under Armour is a brand renowned for its commitment to athlete development and recognition of cultural significance, notably within a sports sector including basketball, where hip-hop culture serves as a pivotal influence, enriching the lives of basketball athletes. We hold the belief that hip-hop encompasses more than just music or rhythm but extends to lifestyle, fashion, and overall attitude, continuously influencing the basketball community. Merging these elements births the “UA 5X5 VOL.1 THE UNDERRATED” projects reaffirm our relentless dedication to supporting all individuals, particularly empowering the youth and athletes, to unleash their full potential,” stated Thepparit Riwin, Senior Marketing Manager (UA Sports Thailand).

However, this isn’t the first time Under Armour has partnered with hip-hop artists. The brand has collaborated with international icons like A$AP Rocky and Logic designing sneakers as well as releasing a song with Justin Jefferson and London on da Track.