Puma Appoints A$AP Rocky as Creative Director for the Puma x F1 Collaboration
ASAP Rocky poses in the new Puma x F1 campaign.
Photo Credit: Puma
By: Camille Shanklin
On October 5th, musician, artist, and designer A$AP Rocky and Puma formally established a long-term collaborative relationship. With a background in motorsports and fashion, A$AP Rocky will serve as the Creative Director of PUMA's new collaboration with F1. The collection emphasizes the relationship between streetwear and sports. Rocky will focus on creating custom capsules that will shape the company's future seasonal design trends.
At 35 years old, A$AP Rocky, the Grammy-winning artist, is known for setting trends in hip-hop and high fashion. This partnership expands his creative horizons beyond music and into style. His upcoming collection will include visually captivating designs, everyday lifestyle clothing, and immersive real-world events.
Puma mech designed by A$AP Rocky.
Photo Credit: Puma
What sets this collaboration apart is A$AP Rocky's ability to blend artistic expression with automotive aesthetics. In March 2022, he partnered with Mercedes-Benz to create a collection inspired by 1990s car culture. Now, he's back with a new project: a collection of apparel inspired by Formula 1. This partnership unites him with his wife, Rihanna, who is already part of the Puma family.
For motorsport fans, this collaboration is particularly exciting as it intersects with the pinnacle of international open-wheel Formula 1 racing. The collection is set to be unveiled in 2024, promising a fusion of high-speed aesthetics and cutting-edge fashion. But there's more to the Purple Swag rapper than just his music, fashion, and iconic marriage. He's a motorhead too. In a recent chat with Complex, he confessed his love for motorsports.
“I have always loved motorsports from a distance, and the opportunity to work with Puma and F1 felt like the best way to disrupt the category. I’m eager to explore the impact that streetwear and fashion can have beyond the track. ”
ASAP Rocky poses in the new Puma x F1 campaign.
Photo Credit: Puma
Puma's Chief Product Officer, Maria Valdes, is also excited about this partnership. She believes Rocky's creativity will give Puma's F1 gear a fresh perspective and push the boundaries of sports and style.
"We couldn't be more excited to be working with A$AP Rocky," said Maria Valdes, PUMA's Chief Product Officer.
“He’s incredibly talented, thoughtful, and invested in our brand. He will showcase his vision with elevated F1 race capsules globally, attracting new audiences and undoubtedly disrupting the track. In the future, he will influence the broader PUMA x F1 range and continue to help push sport and culture forward.”
As for Rocky, he's eager to get creative in Miami from 2024 onwards. By 2025, he'll be designing for the racetrack and streetwear. It's clear that ASAP Rocky is gearing up to reach new heights and add another remarkable chapter to his designer legacy.
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