Music artist, creator and designer ASAP Rocky has officially announced a long-term partnership with sports brand PUMA. Rooted in the motorsports industry, ASAP Rocky will serve as creative director for the category, focusing on the fusion of sports and streetwear. Rocky will focus his energy and efforts on PUMA’s new partnership with F1, developing exclusive collections designed by him that will influence the brand’s design direction in the coming seasons
Earlier this year, PUMA announced a long-term partnership with F1, becoming the exclusive licensee and on-track vendor at all races. With a long history and heritage in the sport, PUMA is keen to explore the impact that streetwear and fashion can play off the track. ASAP Rocky’s knowledge of fashion, style and culture will bring a new perspective to the growing F1 audience
The first campaign, which the American rapper worked on behind the scenes as both creative director and producer, explores car culture in America and its impact on streetwear and fashion. Later this year, Rocky will release an extremely limited edition PUMA x F1 collection. This collection of apparel and accessories will serve as a precursor to a series of capsule collections in 2024 related to F1’s most important races
“It has been truly inspiring to work with brands as iconic as PUMA and as innovative as F1,” – rocky said ASAP. “Once the world sees what we’re doing, I believe there will be a shift in the way brands approach risk-taking and collaborating with different creatives.”
In 2024, Rocky will focus his creative attention on several Grand Prix races, starting with Miami. These collections have been developed and designed by him in collaboration with PUMA and F1 teams. He will curate activations at each of the races and be the creative director for all marketing activities related to these collections
By 2025, Rocky plans to be more fully immersed in the overall designs for all PUMA x F1 products, from racewear to fan wear and fashion. He will continue to be involved in marketing activities, constantly striving to bring change to the category through innovative solutions and unusual marketing concepts. Together, Rocky, PUMA and F1 want to broaden the audience and capitalise on the connection between streetwear, fashion and the sport itself
“We couldn’t be more excited about this collaboration!” – maria Valdes, PUMA Chief Product Officer, said. “Rocky is incredibly talented, deeply thoughtful and invested in our brand. He will be showcasing his vision with F1 racing pods around the world, which will attract new audiences and undoubtedly create a lot of buzz on the track.”
More information on the 2023 and 2024 collections and retail availability will be made available soon
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