Gunna Joins Under Armour as Creative Director of New P-Star Label

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…