As Formula 1’s popularity gains more ground in the U.S., PUMA is looking to showcase its impressive racing history with a new generation of fans who are more closely tuned to the streets.
To bring this level of credibility closer to the mainstream, PUMA tapped style connoisseur Michael Camargo, aka Upscale Vandal, to create a visual story for its Motorsport offering that seamlessly blurs the line between streetwear and modern racing culture.
In order to translate its rich racing history into a visual language that resonates with today’s generation, Camargo was given carte blanche to tell PUMA Motorsport’s story through the lens of contemporary street and racing culture. “I know that the real driving force behind motorsport culture is the street,” explained Camargo in a press release.
“There’s nothing more aspirational than driving around your city in a luxury car and a new outfit. Everyone can relate to that feeling and that’s what I wanted to express.”
Given PUMA’s long-standing relationship with auto racing and Formula 1—they first entered the sport in the ’90s and currently supplies all of the top F1 teams, including Mercedes-AMG Petronas Motorsport, Scuderia Ferrari, and Aston Martin Red Bull Racing—it’s a natural step for the German sporting giant to bridge the gap between the track and the streets.
Look for the first products from PUMA’s all-new Motorsport collection to drop this summer and peep the video above, directed by Upscale Vandal, for a sneak peek at what’s to come in 2019.