PUMA names A$AP Rocky Creative Director for PUMA x F1 Partnership
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In an exciting revelation, global sports brand PUMA has joined forces with renowned music artist and designer, A$AP Rocky, unveiling a long-term creative alliance. With a deep-rooted connection to motorsport, A$AP Rocky steps into the role of Creative Director, bridging the gap between the adrenaline of the sport and the pulse of streetwear.
This collaboration comes on the heels of PUMA’s announcement of a strategic partnership with F1, positioning itself as the exclusive licensee and trackside retailer at all F1 races. With a rich legacy in motorsport, PUMA is keen to delve into the realm where streetwear meets the racetrack. A$AP Rocky, with his impeccable fashion sense and cultural acumen, is set to offer a fresh lens to the ever-evolving F1 audience.
The collaboration will unfold in phases. Initially, Rocky will adopt an “in the lab” approach, laying the groundwork for creative exploration. Throughout the year, he will shape the brand’s visuals and video content, with his inaugural campaign delving into America’s car culture and its influence on fashion and streetwear.
Fans can anticipate a limited-edition PUMA x F1 collection curated by Rocky later this year, offering a glimpse into the 2024 capsule collections centered around high-profile F1 races. Come 2024, Rocky’s creative genius will shine at several Grand Prix races, starting in Miami. These collections, conceptualized and crafted by Rocky in collaboration with PUMA and F1 teams, promise to be a spectacle. Additionally, he will spearhead activations at each race and oversee the marketing campaigns for these collections.
By 2025, A$AP Rocky envisions a deeper involvement in the overall creative design process for the PUMA x F1 range, spanning from racewear to fanwear and high fashion. His continued participation in marketing aims to bring a fresh, disruptive edge to the category through innovative product designs and marketing strategies.
Together, A$AP Rocky, PUMA, and F1 are on a mission to broaden their horizons, tapping into the intricate weave of streetwear, fashion, and the exhilarating world of motorsport.