New: PUMA names A$AP Rocky their F1 collection Creative Director
ICYMI, PUMA and A$AP Rocky officially announced their long-term creative partnership. Rocky will serve as the brand’s Creative Director focusing on the intersection of sport and streetwear. To kick things off, A$AP Rocky’s initial efforts will flow through the brand’s new partnership with F1, creating bespoke capsule collections and others moving forward.
Earlier this year, PUMA announced their long-term partnership with F1 as the exclusive licensee and trackside retailer across all their races. It should be interesting to see what Rocky brings to the table, further bridging the brand beyond the track. While we won’t see his work from the get-go, we’ll see more of his influence through the brand’s visual and video content. As seen here, his first campaign explores car culture in America and its impact on streetwear and fashion.
Later this year, A$AP Rocky will drop an extremely limited PUMA x F1 collection, complete with apparel and accessories. In 2024, expect to see Rocky’s imprint on several Grand Prix races with the first being in Miami. He will be curating several activations at each of the races and serve as creative director for all marketing efforts for these special collections.
Down the line, you’ll see Rocky more involved in all of the PUMA x F1 products from racewear to fanwear to fashion.
“Working with brands as iconic as PUMA, and as innovative as F1, has been truly inspiring,” said A$AP Rocky. “When the world sees what were doing, I believe a shift will happen with how brand’s approach taking risks and working with diverse creatives.”
“We couldn’t be more excited to be working with A$AP Rocky,” said Maria Valdes, PUMA’s Chief Product Officer. “He’s incredibly talented, deeply thoughtful and invested in our brand. He will showcase his vision with elevated F1 race capsules globally which attract new audiences and undoutably disrupt the track. In the future, he will influence the broader PUMA x F1 range and will continue to help push sport and culture forward.”
More information about his 2023 and 2024 collections and retailer availability soon.