[imagesource:PUMA]

There’s only one rapper cool enough to be the new creative director of PUMA’s Formula 1 partnership, and that is none other than A$AP Rocky.

PUMA announced a long-term partnership with F1 earlier this year, 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.

Bringing A$AP Rocky into the fold, with his fashion knowledge, style and cultural expertise, will undoubtedly bring a new perspective to the growing F1 audience.

Per High Snobiety, the rapper will design bespoke capsule collections for PUMA x F1, the first of which will land at the Las Vegas Grand Prix on November 18.

 

View this post on Instagram

 

A post shared by HIGHSNOBIETY (@highsnobiety)

Rocky will lead the label’s creative endeavours for its F1 category going forward with a specific focus on merging sport and streetwear. Rocky’s purview will also oversee campaign visuals and in-person activations alongside apparel creatives.

His first campaign, which he has been working behind the scenes as both creative director and producer, explores car culture in America and the impact it has on streetwear and fashion. This extremely limited PUMA x F1 collection dropping later this year will provide a sneak peek into a series of capsule collections in 2024 surrounding high-visibility F1 races.

 

View this post on Instagram

 

A post shared by A$AP ROCKY (@asaprocky)

PUMA says that by 2025 the rapper is planning to fully immerse himself in the design process for all PUMA x F1 collections that will span from racewear to ready-to-wear.

“Working with brands as iconic as PUMA, and as innovative as F1, has been truly inspiring,” said Rocky. “When the world sees what we’re doing, I believe a shift will happen with how brand’s approach taking risks and working with diverse creatives.”

Maria Valdes, PUMA’s Chief Product Officer said that Rocky is incredibly talented, deeply thoughtful and invested in the PUMA brand, with a unique stance able to “undoubtedly disrupt the track”.

Rocky’s partner Rihanna also recently revived her own Fenty PUMA line, which means the rapper has a cool eye on the ever-expanding PUMA x F1 audience to continue to help push sport and culture forward:

 

View this post on Instagram

 

A post shared by PUMA Sportstyle (@pumasportstyle)

The PUMA fam has never looked this good:

 

View this post on Instagram

 

A post shared by PUMA Sportstyle (@pumasportstyle)

More information about his 2023 and 2024 collections and retailer availability will be shared soon, so keep an eye out on PUMA’s social media pages and website.

[source:puma&highsnobiety]