A$AP Rocky has been named creative director of the PUMA and Formula 1 partnership.
As creative director, the Grammy-nominated artist will focus on the intersection of the sport and streetwear. Rocky will focus his energy and efforts on PUMA’s new partnership with F1, developing bespoke capsule collections designed by him, that will influence the brand’s seasonal design directions moving forward.
Later this year, Rocky will drop an extremely limited PUMA x F1 apparel and accessories collection, and this will provide a sneak peek into a series of the capsule collections in 2024 surrounding high-visibility F1 races.
For the remainder of this year, Rocky will impact visuals and video content for the brand. His first campaign explores car culture in America and the impact it has on streetwear and fashion.
In 2024, Rocky will focus his creative attention on several Grands Prix, beginning in Miami. These collections have been designed by him in partnership with the PUMA and F1 teams, and he will curate activations at each of the races and serve as the creative director for all of the marketing efforts surrounding these collections.
It is planned that by 2025, Rocky will be fully immersed into the holistic product creative designs for all of the PUMA x F1 product spanning from racewear to fanwear to fashion.
“Working with brands as iconic as PUMA, and as innovative as F1, has been truly inspiring,” said A$AP Rocky. “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.”
Earlier this year, PUMA signed a long-term agreement with F1, becoming the exclusive licensee and trackside retailer at all races.
(Photo: PUMA)
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