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. 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.

Earlier this year, PUMA unveiled a comprehensive collaboration with F1, establishing itself as the exclusive licensee and trackside retailer for all races. With an extensive history and legacy in the sport, PUMA is keen to investigate the influence that streetwear and fashion can exert beyond the confines of the race track. A$AP Rocky, with his fashion acumen, distinctive style, and cultural expertise, is set to bring a fresh perspective to the expanding F1 audience.

Rocky’s impact on the brand will be introduced gradually, with an initial emphasis on an incubator-style strategy referred to as “in the lab.” This approach signifies the commencement of a creative exploration to determine the direction in which he can take the category. Throughout the remainder of the year, Rocky will leave his imprint on visuals and video content for the brand. His inaugural campaign, where he has been working behind the scenes as both creative director and producer, delves into the car culture in America and its influence on streetwear and fashion.

Later this year, Rocky will unveil an exceedingly limited PUMA x F1 collection. This collection of apparel and accessories offers a glimpse into a series of capsule collections planned for 2024, coinciding with prominent F1 races.

In 2024, Rocky will channel his creative energies towards multiple Grand Prix races, commencing in Miami. These collections have been conceived and designed by him in collaboration with PUMA and the F1 teams. He will curate activations at each race and assume the role of creative director for all marketing endeavors associated with these collections.

By 2025, Rocky envisions a more profound immersion in the holistic creative design process for all PUMA x F1 products, spanning from racewear to fanwear to fashion. He will persist in participating in marketing activities as part of an ongoing initiative to introduce innovation to the category through inventive product design and marketing concepts. Together, Rocky, PUMA, and F1 are enthusiastic about broadening their audience and establishing connections between streetwear, fashion, and the sport itself.

“Working with brands as iconic as PUMA and as innovative as F1 has been genuinely inspiring. When the world witnesses what we are accomplishing, I believe a transformative shift will occur in how brands approach risk-taking and collaboration with diverse creatives.” – ASAP Rocky

“We couldn’t be more thrilled to collaborate with A$AP Rocky,” expressed Maria Valdes, PUMA’s Chief Product Officer. “He possesses incredible talent, profound thoughtfulness, and a deep investment in our brand. He will showcase his vision through elevated F1 race capsules globally, attracting new audiences and undoubtedly disrupting the track. In the future, his influence will extend to the broader PUMA x F1 range, continuing to propel sport and culture forward.”

“This announcement signifies a remarkable milestone in our partnership with PUMA,” declared Oliver Boden, Head of Licensing and Gaming at F1. “A$AP Rocky’s creativity and dedication to innovation align perfectly with F1’s vision and evolution in apparel. We anticipate collaborating with him to design and curate the PUMA and F1 range, seamlessly integrating F1 into new cultural and lifestyle spaces.”

Further details about his 2023 and 2024 collections, as well as retailer availability, will be disclosed shortly.