Disruptive product capsules and marketing concepts as part of multi-year creative incubator
PUMA, the renowned sports company, and the multi-talented music artist, creative, and designer A$AP Rocky, have officially unveiled a long-term creative partnership. Rooted in the realm of motorsport, A$AP Rocky assumes the role of Creative Director for this category, focusing on the intriguing intersection of sports and streetwear. His efforts will particularly revolve around PUMA’s fresh collaboration with F1, wherein he will craft distinctive collections that bear his unique design aesthetic, thereby influencing the brand’s seasonal creative directions.
Earlier this year, PUMA made headlines with its long-term partnership with F1, securing the position of the exclusive licensee and trackside retailer for all races. Drawing from its rich history and heritage in motorsport, PUMA is eager to explore the far-reaching impact of streetwear and fashion in the world of F1. A$AP Rocky, with his fashion expertise, style, and cultural insights, is poised to offer a fresh perspective to the ever-expanding F1 audience.
A$AP Rocky’s influence on the brand will be introduced in phases, commencing with a creative exploration phase aptly termed “in the lab.” During the remainder of this year, he will have a significant impact on the visual and video content for the brand. His first campaign, where he assumes roles as both creative director and producer, delves into American car culture and its influence on streetwear and fashion.
Later this year, A$AP Rocky will release an exceptionally limited PUMA x F1 collection, offering a sneak peek into a series of capsule collections set for 2024, revolving around high-visibility F1 races.
In 2024, A$AP Rocky will channel his creative energies into several Grand Prix races, commencing with the one in Miami. These collections have been concepted and designed by him in collaboration with PUMA and F1 teams. He will also curate activations at each race and assume the role of creative director for all marketing efforts tied to these collections.
By 2025, A$AP Rocky has plans to immerse himself more deeply in comprehensive product design, encompassing everything from racewear to fanwear to fashion within the PUMA x F1 product line. His ongoing involvement in marketing endeavors will continue to bring innovation to the category via groundbreaking product design and marketing concepts. Together with PUMA and F1, Rocky seeks to broaden their audience and tap into the dynamic connection between streetwear, fashion, and the sport itself.
A$AP Rocky expressed his enthusiasm, stating, “Working with brands as iconic as PUMA, and as innovative as F1, has been truly inspiring. When the world sees what we’re doing, I believe a shift will happen with how brands approach taking risks and working with diverse creatives.”
Maria Valdes, PUMA’s Chief Product Officer, echoed this excitement, saying, “We couldn’t be more excited to be working with A$AP Rocky. He’s incredibly talented, deeply thoughtful and invested in our brand. He will showcase his vision with elevated F1 race capsules globally, which attract new audiences and undoubtedly disrupt the track. In the future, he will influence the broader PUMA x F1 range and will continue to help push sport and culture forward.”
Oliver Boden, Head of Licensing and Gaming at F1, added, “This announcement marks an exciting milestone in our partnership with PUMA. A$AP Rocky’s creativity and commitment to innovation align 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.”
More details about A$AP Rocky’s collections for 2023 and 2024, as well as their availability at retailers, will be disclosed soon.
