The stage is set for a groundbreaking fusion of sportswear and music as A$AP Rocky or ASAP Rocky teams up with PUMA. The spotlight is on PUMA’s recent alliance with Formula 1 racing, with Rocky at the helm as Creative Director. This fusion promises not only bespoke designs, but also a fresh perspective on the evolution of sportswear.
PUMA’s heritage in motorsport is undeniably rich. Their recent long-term partnership with F1, where they are the exclusive licensee and trackside retailer, has already had enthusiasts on the edge of their seats. But the introduction of A$AP Rocky, with his deep knowledge of fashion, takes that excitement to a new level. The goal? To explore the depths to which streetwear can revolutionize sports fashion.
Dubbed “in the lab,” Rocky’s initial influence will be experimental. His immediate tasks include directing the brand’s visuals and producing video content that explores America’s car culture and its symbiotic relationship with streetwear. Anticipation is building for Rocky’s first campaign, which promises a nuanced look at this fusion.
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A limited edition PUMA x F1 collection, orchestrated by Rocky, is on the horizon for later this year. But that’s just the tip of the iceberg. In 2024, a series of capsule collections will be released around Grand Prix races, starting in Miami. Not content with just designing, Rocky will also spearhead marketing campaigns and curate race activations.
Fast forward to 2025 and Rocky’s creative talents will permeate the entire PUMA x F1 product line, from racewear to fan gear. PUMA, F1 and Rocky are united in their mission to bridge the gap between streetwear and sport.
A$AP Rocky’s excitement is palpable: “Working with brands as iconic as PUMA, and as innovative as F1, has been truly inspiring. When the world sees what were doing, I believe a shift will happen with how brand’s approach taking risks and working with diverse creatives.”
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Maria Valdes, PUMA‘s Chief Product Officer, shares the excitement: “We couldn’t be more excited to be working with A$AP Rocky. He’s incredibly talented, deeply thoughtful and invested in our brand. He will showcase his vision with elevated F1 race capsules globally which attract new audiences and undoutably disrupt the track. In the future, he will influence the broader PUMA x F1 range and will continue to help push sport and culture forward.“
Oliver Boden, F1’s Head of Licensing and Gaming, echoes this sentiment: “This announcement marks an exciting milestone in our partnership with PUMA. A$AP Rocky’s creativity and commitment to innovation aligns perfectly with F1’s vision and development in apparel. We look forward to collaborating with him to design and curate the PUMA and F1 range and insert F1 into new cultural and lifestyle spaces.“
As the fashion eagerly awaits the unveiling of the 2023 and 2024 collections, one thing is clear: A$AP Rocky’s collaboration with PUMA x F1 is a game-changer. Stay tuned for more updates on this riveting merger.
© Photos: PUMA
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