A$AP Rocky Appointed Creative Director of PUMA x F1 Partnership
A$AP Rocky has been named Creative Director focusing on the Puma x F1 partnership to better intersect the worlds of sports and streetwear.
Sports brand Puma names rapper A$AP Rocky to stand at the helm for a new long-term partnership. Rocky has been appointed Creative Director by Puma for the sector that focuses on sports and streetwear, with his first order of business to turn his energy towards the new Puma x Formula One (F1) partnership. Through bespoke capsule designs and innovative visual content, the Puma x F1 collaboration hopes to bring a new perspective and draw in more F1 fans.
"Working with brands as iconic as Puma and as innovative as F1 has been truly inspiring," commented A$AP Rocky in a statement. "When the world sees what we've done, I believe a shift will happen in the way brands work with creatives."
Rocky's work with the brand will be carried out in phases, with an incubator-style approach (dubbed “in the lab”) to begin creative exploration, as the most immediate phase. He will drop an extremely limited PUMA x F1 collection later this year that gives a sneak peek into a series of capsule collections coming in 2024.
Earlier this year, Puma became an official sponsor of the F1 license, eager to explore the impact that streetwear and fashion can have beyond racing.
"We couldn’t be more excited to be working with A$AP Rocky,” said Maria Valdes, Puma’s Chief Product Officer, in a statement. "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 undoubtedly 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."
The rapper has already thought ahead to 2025, where he will immerse himself in the creative design of all Puma x F1 products, ranging from racing uniforms to fan clothing, and participate in marketing concepts.
