A$AP Rocky Takes the Wheel as Creative Director of PUMA’s F1 Partnership
A$AP Rocky, the celebrated New York rapper known for his impeccable fashion sense, has once again made headlines in the world of fashion. He has just been appointed as the Creative Director of PUMA’s partnership with Formula 1 (F1).
The announcement of this long-term collaboration between the New York rap artist and the renowned sports brand was officially revealed on PUMA’s website on Monday, October 23. This exciting partnership seeks to harness A$AP Rocky’s expertise in apparel and deep insights into Hip Hop culture to explore the influence of streetwear and fashion beyond the racetrack.
For the remainder of 2023, A$AP Rocky, also known as Pretty Boy Flacko, will focus on creating impactful visuals and video content for PUMA. His first campaign under this new role will delve into the intersection of car culture in America and its profound impact on streetwear and fashion.
In addition to this, A$AP Rocky will introduce a limited PUMA x F1 collection that provides a tantalizing glimpse into the forthcoming capsule collections set to be unveiled in 2024, coinciding with prominent F1 races.
The year 2024 will witness A$AP Rocky’s dedication to crafting activations and marketing content revolving around various Grand Prix races, commencing with the Miami race.
Fast forward to 2025, and he will continue his contributions in marketing while immersing himself in holistic product design for the PUMA x F1 collection.
A$AP Rocky, reflecting on this groundbreaking partnership, remarked, “Working with brands as iconic as PUMA, and as innovative as F1, has been truly inspiring. When the world sees what we’re doing, I believe a shift will happen with how brands approach taking risks and working with diverse creatives.”
Maria Valdes, PUMA’s Chief Product Officer, also expressed her enthusiasm, stating, “We couldn’t be more excited to be working with A$AP Rocky. He’s incredibly talented, deeply thoughtful and invested in our brand. He will showcase his vision with elevated F1 race capsules globally which attract new audiences and undoubtedly disrupt the track. In the future, he will influence the broader PUMA x F1 range and will continue to help push sport and culture forward.”
In an interview with Complex, the artist behind “RIOT” shared his vision for the partnership, saying, “I feel like the fans don’t have enough of a connection to their favorite drivers. I want the fans to be able to wear the same clothes they see on the track in their daily lives. This is only the beginning.”
This isn’t A$AP Rocky’s first foray into the realm of creative direction. In 2016, he was appointed as the Creative Director of MTV Labs, although the project is now defunct.
“I feel like we live in a day and age where Snapchat, Instagram, the internet, and all the 15-to-30-second video clips are running the world, and that’s all that matters,” A$AP Rocky stated back then. “It’s time to start exploring the minds of the young, the kids that come from backgrounds like me. If you put your mind to it, you can come up with some unorthodox methods to figure this stuff out.”
Moreover, in 2021, A$AP Rocky was chosen as PacSun’s inaugural guest artistic director through A$AP Worldwide, demonstrating his continuous influence and impact on the fashion and lifestyle sectors. Speaking about this partnership, he expressed, “This partnership is special to me because it’s a collaboration that combines my roots, A$AP Worldwide, and some of the most respected heritage brands that have roots in both the sportswear and lifestyle worlds. Together with PacSun, we will be releasing several limited-edition collections that are both nostalgic and forward at the same time.”
Check out the announcement below.
