A$AP Rocky is bringing his creative expertise to the racetrack as the rapper and style icon was named Creative Director for the Puma x F1 partnership as the sport continues to grow internationally.
In early 2023, the German sportswear brand announced a partnership with Formula 1, to produce F1 licensed apparel, footwear and accessories. The partnership will also exclusively sell F1 and team merchandise at Grand Prix races.
“Working with brands as iconic as Puma, and as innovative as F1, has been truly inspiring,” A$AP Rocky said in a press release. “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.”
A$AP Rocky will lead the visuals and video content for the brand with his first campaign capturing car culture in America and the impact it has on streetwear and fashion.
The first A$AP Rocky-led Puma x F1 collection will release in late 2023 and give fans a preview of his 2024 collections for marquee Grand Prix races, beginning with Miami. Curated activations at each high-level races will take place as well.
“We couldn’t be more excited to be working with A$AP Rocky,” said Maria Valdes, PUMA’s Chief Product Officer said in the press release. “He’s incredibly talented, deeply thoughtful and invested in our brand. He will showcase his vision with elevated F1 race capsules globally which attract new audiences and undoubtably disrupt the track.”
Previously, A$AP Rocky has worked with Vans, Under Armour and Adidas through collaborations and campaigns.
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