Puma names A$AP Rocky as creative director of Formula 1 partnership

Puma has joined hands with music artist, creative, and designer A$AP Rocky ahead of the upcoming Formula 1 Las Vegas Grand Prix.

Building upon its rich history and heritage in the sport, PUMA aims to explore the influence of streetwear and fashion beyond the racetrack. A$AP Rocky, with his fashion expertise and cultural insights, is expected to bring a fresh perspective to the growing Formula 1 audience.

"Rocky will focus his energy and efforts on PUMA’s new partnership with F1, developing bespoke capsules designed by him, that will influence the brand’s seasonal design directions moving forward," according to the official statement.

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Earlier this year, PUMA established an enduring partnership with Formula 1, securing exclusive licensing and trackside retailing rights at all races. A$AP Rocky's impact on the brand will be introduced progressively, beginning with an "in the lab" approach to stimulate creative exploration. His initial campaign, for which he has played a role as both creative director and producer, explores car culture in America and its impact on streetwear and fashion.

Later this year, a highly limited PUMA x Formula 1 collection curated by A$AP Rocky will be released. This collection of apparel and accessories offers a sneak peek into a series of capsule collections planned for 2024, coinciding with high-visibility Formula 1 races.

The Las Vegas Grand Prix, returning to Formula One for the first time since 1984 in November is expected to attract a large crowd and generate significant interest. So far, around $500 million investment has been done in the race, covering various aspects like ticket sales, premium hospitality sponsorship, retail, parking, concessions, and more.

In 2024, A$AP Rocky will concentrate his creative efforts on several Grand Prix races, starting with Miami.

By 2025, Rocky plans to more fully immerse himself into the holistic product creative designs for all of the PUMA x F1 product spanning from racewear to fanwear to fashion. He will continue to participate in marketing in an ongoing effort to bring disruption to the category via innovative product design and marketing concepts. Rocky, PUMA and F1 together are eager to expand their audience and tap into the connection between streetwear, fashion and the sport itself.

“Working with brands as iconic as PUMA, and as innovative as F1, has been truly inspiring,” said A$AP Rocky. “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.”

“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, deeply thoughtful and invested in our brand. He will showcase his vision with elevated F1 race capsules globally which attract new audiences and undoutably 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.”

“This announcement marks an exciting milestone in our partnership with PUMA,“ said Oliver Boden, Head of Licensing and Gaming at F1. “A$AP Rocky’s creativity and commitment to innovation aligns perfectly with F1’s vision and development in apparel. We look forward to collaborating with him to design and curate the PUMA and F1 range and insert F1 into new cultural and lifestyle spaces.”