Rocking the Race: A$AP Rocky Joins PUMA

October 23, 2023

PUMA has announced a long-term creative partnership with music artist, creative force, and designer A$AP Rocky. Earlier this year, PUMA unveiled a new partnership with Formula 1 (F1), becoming the exclusive licensee and trackside retailer at all F1 races. Rocky will take on the role of Creative Director for the PUMA x F1 partnership, with a strong emphasis on the fusion of sport and streetwear.

The synergy between the racing universe and urban fashion is what PUMA intends to explore and capitalize on, and A$AP Rocky is set to provide an exciting new perspective to the rapidly growing F1 audience. A$AP Rocky will have a significant influence on PUMA's visual and video content for the rest of 2023. His first campaign, for which he has been working in dual roles as a creative director and producer behind the scenes, explores American car culture and its influence on streetwear and fashion.

Words by Sarah Hersom

Later this year, Rocky will release an "extremely limited PUMA x F1 collection," according to a PUMA press release. This apparel and accessories collection will offer a sneak peek into a series of capsule collections in 2024 surrounding high-visibility F1 races.

As the calendar flips to 2024, A$AP Rocky will focus his creative attention on several Grande Prix races, starting with Miami. These collections have been conceptualized and designed by the musician in partnership with the PUMA and F1 teams. He will also curate activations at each race and assume the role of Creative Director for all marketing efforts surrounding these collections.

By 2025, Rocky plans to fully immerse himself in the holistic creative design of all PUMA x F1 products, ranging from racewear to fanwear to fashion. Together with PUMA and F1, A$AP Rocky is eager to expand their audience and tap into the connection between streetwear, fashion, and the sport itself. A$AP Rocky calls the partnership "inspiring":

"Working with brands as iconic as PUMA and as innovative as F1 has been truly inspiring. When the world sees what we're doing, I believe a shift will happen in how brands approach taking risks and working with diverse creatives," says musician and now Creative Director for PUMA x F1, A$AP Rocky.

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