Gunna is taking his relationship with Under Armour beyond campaigns and into the creative process.
The rapper has been named creative director of P-Star, a new lifestyle label being developed with the sportswear giant. The role gives Gunna a bigger hand in shaping the brand, from its visual identity to the way it approaches fashion and culture.
It is another step in a fashion journey that has been growing alongside his music career.
Gunna has never exactly treated fashion as an afterthought. His personal style has become a significant part of his public image, and in 2024, he made a more direct move into fashion with P by Gunna, a collection created with boohooMAN.
That project featured everything from graphic T-shirts and oversized denim to tracksuits, knitwear and jackets, reflecting the relaxed proportions and streetwear influences that have become closely associated with his wardrobe. P-Star feels like a natural progression from that experience.
The name itself carries the familiar “P” and star imagery, while the label is expected to sit somewhere between lifestyle, sport and fashion. More importantly, Gunna is not simply lending his name to the project. As creative director, he gets to play a much more active role in determining what the brand looks and feels like.
That distinction could make P-Star particularly interesting.
Celebrity fashion collaborations are nothing new, but there is a difference between appearing in a campaign and having a say in the creative direction of an entire label. Gunna now has the opportunity to translate the aesthetic he has developed through his own wardrobe into something that can exist beyond him.
It also gives Under Armour another way to connect with audiences who see sportswear as part of everyday style rather than something reserved for the gym or the field.
The partnership comes as sportswear brands continue to look towards music and fashion for cultural relevance. Under Armour has already been building its relationship with Gunna, including featuring him in its lifestyle and performance campaigns.
The brand has also been pushing further into fashion, including its collaboration with Los Angeles-based label 424 during Paris Fashion Week.
Gunna’s presence in that space makes sense. His style has consistently blurred the lines between streetwear, luxury, and performance-inspired dressing, giving him an audience that extends well beyond music.
With P-Star, that influence could become even more visible. For Gunna, this is no longer just about wearing the clothes. He is getting closer to the part of fashion where the decisions are made.
And if P by Gunna gave us an early look at his approach to design, P-Star could show us what happens when he gets a much bigger canvas.
