Puma appoints A$AP Rocky Creative Director for PUMA x F1
Sports brand PUMA and creative music genius and designer A$AP Rocky have excitedly revealed their long-term alliance. Delving deep into the world of motorsport, A$AP Rocky will take on the role of creative director for the category, focusing on the fusion of sport and streetwear.
A long-term partnership
Renowned sports brand PUMA and versatile music artist and designer A$AP Rocky have officially revealed their long-term creative partnership. Immersed in the exciting world of motorsport, A$AP Rocky will take on the role of creative director for the category, particularly highlighting the connection between sport and streetwear. Rocky will focus his energy and creative genius on PUMA’s new partnership with F1, developing exclusive collections in his image, which will influence the brand’s design direction in the seasons to come.
Earlier this year, PUMA unveiled a long-term partnership with F1, becoming the sole licensee and official trackside supplier at all races. With its history and heritage in the world of sport, PUMA is keen to explore the influence that streetwear and fashion can have beyond the racetrack. A$AP Rocky’s extensive fashion knowledge and cultural expertise will bring a fresh and exciting perspective to the growing F1 audience.
Exploring the impact of streetwear
According to puma, Rocky’s influence on the brand will unfold gradually, beginning with an incubator-style approach called “in the lab” to initiate a creative exploration of the direction he wants to take the category. Until the end of the year, Rocky will leave his mark on the brand’s visuals and video content. His first campaign, on which he worked behind the scenes as creative director and producer, explores car culture in the US and its impact on streetwear and fashion. Later this year, Rocky will unveil a very limited edition PUMA x F1 collection.
Rocky will focus his energy and efforts on PUMA’s new partnership with F1, developing bespoke capsules designed by him, which will influence the brand’s seasonal design direction going forward. Earlier this year, PUMA announced a long-term partnership with F1, becoming the exclusive licensee and trackside retailer at all races. With years of history and heritage in the sport, PUMA is keen to explore the impact that streetwear and fashion can play beyond the track.
Puma says A$AP Rocky’s fashion knowledge, style and cultural expertise will bring a new perspective to the growing F1 audience. Rocky’s influence on the brand will come in stages, starting with an incubator approach, called ‘in the lab‘, to begin a creative exploration of where he can take the category.
A very precise agenda
Until the end of the year, Rocky will have an impact on the brand’s visuals and video content. His first campaign, for which he worked as creative director and producer, explores car culture in the US and its impact on streetwear and fashion. Later this year, Rocky will present an extremely limited PUMA x F1 collection. This collection of apparel and accessories will preview a series of capsule collections to be launched in 2024 at high profile F1 races.
In 2024, Rocky will focus its attention on several Grand Prix, starting with Miami. He will organise activations at each of the races and will be the creative director for all marketing efforts surrounding these collections.
By 2025, Rocky plans to become more immersed in the holistic design of all PUMA x F1 products, from racewear to fashion to fanwear.
“Working with brands as iconic as PUMA and as innovative as F1 has been truly inspiring,” said A$AP Rocky. “When the world sees what we’re doing, I think there will be a shift in the way brands approach taking risks and collaborating with diverse creatives.
“We are thrilled to be working with A$AP Rocky,” said Maria Valdes, director of product at PUMA. “He is incredibly talented, deeply thoughtful and invested in our brand. He will present his vision with elevated F1 racing pods around the world that will attract new audiences and undeniably disrupt the track. Going forward, he will influence the entire PUMA x F1 range and continue to drive the sport and culture forward.”