A$AP Rocky Is PUMA's Latest Creative Director
A$AP Rocky is the new creative director of PUMA’s Formula 1 partnership.
The rapper will design bespoke capsule collections for PUMA x F1, the first of which will land at the Las Vegas Grand Prix on November 18.
According to a statement released by PUMA, Rocky will lead the label's creative endeavours for its F1 category going forward with a specific focus on merging sport and streetwear. As well as apparel, Rocky's purview will also oversee campaign visuals and in-person activations.
The statement goes on to reveal that this isn't a short-term thing. It notes that by 2025 the rapper is planning to fully immerse himself in the design process for all PUMA x F1 collections that will span from race wear to ready to wear.
“Working with brands as iconic as PUMA, and as innovative as F1, has been truly inspiring,” said Rocky. “When the world sees what we're doing, I believe a shift will happen with how brand’s approach taking risks and working with diverse creatives.”
Earlier this year PUMA shared the details of its partnership with F1 which confirmed that the former would produce all the latter's licensed apparel. The move intends to explore the impact that both streetwear and fashion can play beyond the track.
For PUMA, Rocky, whose partner, Rihanna, recently revived her own Fenty PUMA line, will likely bring a new perspective to an ever-expanding F1 audience, one that continues to feel an increased influence from the world of fashion.
Rumors that something was in the pipeline between Rocky and PUMA had been circulating for a number of months after he was spotted wearing a handful of unseen pieces from the label on various occasions.
Although the collection is yet to be revealed, the images that accompanied the news of Rocky's appointment did presumably tease a selection of the forthcoming items.
“A$AP Rocky’s creativity and commitment to innovation aligns perfectly with F1’s vision and development in apparel," added Oliver Boden, Head of Licensing and Gaming at F1.
"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.”
