Sports company PUMA and music artist, creative, and designer A$AP Rocky have officially announced a long-term creative partnership.
The multifaceted US talent will serve as the Creative Director for the category, with a focus on the intersection of sport and streetwear. Initially, he will focus on PUMA’s new partnership with F1 — developing bespoke capsules designed by himself that will influence the brand’s seasonal design directions.
Earlier this year, the sports company penned a long-term partnership with F1, becoming the exclusive licensee and trackside retailer at all races. With years of history and heritage in the sport, PUMA is eager to explore the impact that streetwear and fashion can play beyond the track. A$AP Rocky’s fashion knowledge, style and cultural expertise will bring a new perspective to the growing F1 audience.
Later in 2023, A$AP will drop an extremely limited PUMA x F1 collection. This apparel and accessories collection will provide a sneak peak into a series of capsule collections in 2024 surrounding high-visibility F1 races.
By 2024, A$AP will focus his creative attention on several Grand Prix races beginning in Miami. These collections have been concepted and designed by him in partnership with the PUMA and F1 teams, curating activations at each of the races and serve as the creative director for all of the marketing efforts.
Speaking on the announcement, A$AP states: “Working with brands as iconic as PUMA, and as innovative as F1, has been truly inspiring. When the world sees what were doing, I believe a shift will happen with how brand’s approach taking risks and working with diverse creatives.”