Earlier this year, Puma announced a long-term partnership with Formula 1 (F1), becoming the exclusive licensee and on-track retailer at all races. Now, Puma and music artist, creative and designer A$AP Rocky officially announced a long-term creative partnership.
A$AP Rocky, who has his roots in motorsports, will serve as creative director for the category, focusing on the intersection of sports and streetwear. Rocky will develop custom capsules designed by him to influence the brand’s seasonal design directions going forward, according to the company.
Rocky’s impact on the brand will be gradual, initially taking an incubator-style approach called “in the lab” to explore where he can take the category. For the rest of the year, Rocky will influence visual and video content for the brand. His first campaign, where he served behind the scenes as both creative director and producer, explores American car culture and its influence on streetwear and fashion. Later this year, Rocky is slated to release an extremely limited Puma x F1 apparel and accessories collection that will preview a series of capsule collections in 2024.
In doing so, Rocky’s first creative focus is on the Miami Grand Prix race. The collections will be conceived and designed by him in collaboration with the Puma and F1 teams. He will curate promotions at each race and serve as creative director for all marketing efforts surrounding these collections. By 2025, the artist is expected to become even more involved in the holistic product design for all Puma x F1 products, ranging from racewear to fanwear and fashion. He will also continue participating in marketing to transform the category through innovative product design and marketing concepts. Together, Rocky, Puma and F1 aim to expand their audience and capitalize on the connection between streetwear, fashion and the sport itself.
