Hip-hop sensation A$AP Rocky is making moves that are bound to ignite the fashion world. The Grammy-nominated artist, known for his creative prowess, is stepping into the role of Creative Director at PUMA for a long-term partnership with a strong focus on the high-octane world of motorsport.
This strategic move by PUMA comes hot on the heels of their recent long-term agreement with Formula 1, which paves the way for them to be the exclusive licensee and trackside retailer at all F1 races. By joining forces with A$AP Rocky, the sportswear giant aims to rev up its presence in the motorsport arena.
A$AP Rocky’s reputation as a fashion maven, his distinctive style, and cultural savvy promise to bring a fresh outlook to Formula 1’s ever-growing fan base. He is set to craft exclusive capsule collections, designed by his own hand, that will steer PUMA’s seasonal designs in a thrilling new direction.
Fans can anticipate an exciting preview later this year when A$AP Rocky unveils a highly limited PUMA x F1 collection, offering a tantalizing glimpse of what’s to come in 2024 as the collaboration revs up its engines for high-visibility F1 races.
Rocky’s creative energy will zoom in on various Grands Prix, kicking off in Miami in 2024. These collections are the result of a harmonious partnership between the artist, PUMA, and the F1 teams. He will also be the mastermind behind immersive experiences at each race and will spearhead the marketing efforts for these collections.
Fast-forward to 2025, and A$AP Rocky will be fully immersed in the creative design process, sculpting everything from racewear to fanwear and high fashion within the PUMA x F1 product lineup.
A$AP Rocky himself expresses his excitement about this groundbreaking collaboration, “Working with brands as iconic as PUMA, and as innovative as F1, has been truly inspiring. When the world sees what we’re doing, I believe a shift will happen with how brands approach taking risks and working with diverse creatives.”
PUMA’s Chief Product Officer, Maria Valdes, adds her perspective, saying, “We couldn’t be more excited to be working with A$AP Rocky. He’s incredibly talented, deeply thoughtful, and invested in our brand. He will showcase his vision with elevated F1 race capsules globally, which will undoubtedly attract new audiences and disrupt the track. In the future, he will continue to shape the broader PUMA x F1 range, pushing sport and culture to new heights.”
Oliver Boden, Head of Licensing and Gaming at F1, chimes in, “This announcement marks an exciting milestone in our partnership with PUMA. A$AP Rocky’s creativity and commitment to innovation align perfectly with F1’s vision and development in apparel. We look forward to collaborating with him to design and curate the PUMA and F1 range and integrate F1 into new cultural and lifestyle spaces.”