Puma has made a big splash in the fashion and motorsport worlds with its announcement of a long-term creative partnership with A$AP Rocky. The music artist, designer, and creative will serve as the Creative Director for Puma’s motorsport category, with a specific focus on the intersection of sport and streetwear. This collaboration comes as Puma recently solidified its long-term partnership with Formula 1 (F1), becoming the exclusive licensee and trackside retailer at all races.
The world of motorsport has become a focal point for the fashion industry and other style-focused sectors. Puma’s partnership with F1 stands out due to its extensive size and involvement with the entire F1 organization. In addition to this unique partnership, A$AP Rocky’s involvement adds even more excitement. Known for his fashion knowledge, style, and cultural expertise, A$AP Rocky will bring a fresh perspective to the growing F1 audience.
Puma is eager to explore the impact of streetwear and fashion beyond the race track, and A$AP Rocky will play a key role in this exploration. Initially, Rocky will take an incubator-style approach called “in the lab,” where he will creatively explore the possibilities for the motorsport category. Throughout the year, he will contribute to Puma’s visuals and video content. He has already been working behind the scenes on his first campaign, which explores car culture in America and its influence on streetwear and fashion.
Later this year, Puma will release an “extremely limited” Puma x F1 collection in collaboration with A$AP Rocky. This collection will provide a sneak peek into a series of capsule collections planned for 2024, centered around high-profile F1 races. In 2024, Rocky’s focus will shift towards developing concept and designs for collections in collaboration with Puma and F1 teams. He will also curate activations at each race and serve as the Creative Director for all marketing efforts related to these collections. By 2025, Rocky will fully immerse himself in the creative design process for all Puma x F1 products.
Both Puma and A$AP Rocky are excited about expanding their audience and tapping into the connection between streetwear, fashion, and the sport of F1. They believe this collaboration will inspire other brands to take risks and work with diverse creatives. F1’s Head of Licensing and Gaming, Oliver Boden, also expresses his enthusiasm for A$AP Rocky’s creativity and commitment to innovation, aligning perfectly with F1’s vision and development in the apparel industry. Ultimately, this collaboration aims to design and curate the Puma and F1 range while integrating F1 into new cultural and lifestyle spaces.
Sources:
1. [Puma Official Website](http://www.puma.com)
2. [Formula 1 Official Website](http://www.formula1.com)
