Puma Names A$AP Rocky Creative Director For The Puma X F1 Partnership
Share
A$AP Rocky is taking Puma offerings in a whole new direction creatively
Sports company Puma and music artist, creative, and designer A$AP Rocky have officially announced a long-term creative partnership. Rooted in the motorsport business, A$AP Rocky will serve as the Creative Director for the category with a focus on the intersection of the sport and streetwear.
New Design Language
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. A$AP Rocky’s fashion knowledge, style and cultural expertise will bring a new perspective to the growing F1 audience.
Moreover, earlier this year, Puma announced 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 Major Presence
Additionally, Rocky’s influence on the brand will be phased, most immediately taking on an incubator-style approach coined “in the lab” to begin creative exploration for where he can take the category. For the remainder of this year, Rocky will impact visuals and video content for the brand as well.
His first campaign, in 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 and later this year, Rocky will drop an extremely limited Puma x F1 collection.
What the Future Holds
In 2024, Rocky will focus his creative attention on several Grand Prix races beginning in Miami. These collections have been designed by him specially for the Puma and F1 teams. He will curate activations at each of the races and serve as the creative director for all the marketing efforts surrounding these collections.
More information about his 2023 and 2024 collections and retailer availability will be shared soon. You can check it out online at the Official Puma Website as well.
