PUMA and A$AP Rocky have announced a long-term creative partnership centered around motorsports, with Rocky serving as the creative director for the premier category of motorsports. He will focus on the fusion of sport and urban fashion. This partnership is part of the collaboration of PUMA with Formula 1, where Rocky will develop unique collections influencing the brand’s design direction.
PUMA, as the exclusive partner of Formula 1, seeks to explore the impact of urban fashion beyond the track. They have already announced collaborations with Ferrari drivers and Williams drivers. A$AP Rocky, with his expertise in fashion and culture, will bring a new perspective.
The partnership will take place in phases, starting with an incubation phase called “in the lab”, where Rocky will explore creativity in the category. Later, Rocky will contribute to PUMA’s visuals and video content. His first campaign will explore American car culture and its impact on urban fashion.
Rocky will then launch a limited PUMA x F1 collection at the end of this year, giving a taste of the capsules to come in 2024 during the major F1 races, notably American ones. Miami will be the first race concerned.
By 2025, Rocky plans to get more involved in the design of PUMA x F1 products, fashionable racing outfits for fans, with the aim to disrupt the category through innovation.
F1 and fashion are extremely linked, notably thanks to drivers like Lewis Hamilton or more recently Nyck De Vries and Guanyu Zhou who all three like to present themselves in front of photographers with more than varied outfits.
Who is A$AP Rocky?
A$AP Rocky, whose real name is Rakim Mayers, is an American musical artist, rapper, creative and designer. He is also known under the pseudonym “A$AP,” which means “Always Strive and Prosper.”
A$AP Rocky has released several albums including “Long. Live. A$AP” in 2013, “At. Long. Last. A$AP” in 2015, and “Testing” in 2018. He is recognized for his creativity and his influence in fashion and urban culture.
Note that the American rapper is dating singer Rihanna, ex-girlfriend of Lewis Hamilton.
