PUMA has officially announced A$AP Rocky as the brand’s new Creative Director for its Formula 1 partnership. With a unique eye for aesthetics, fashion knowledge, and roots in the motorsports business, Rocky will be influencing the brand’s seasonal design directions moving forward.
Automotive references have always been prevalent in Rocky’s art and his interest in cars has led to unexpected crossovers such as his collaboration with Need For Speed last year. F1 on the other hand, has made an effort to be more progressive and culturally relevant as viewership numbers continue to rise around the world. Haas F1 has an ongoing partnership with Palm Angels, Red Bull’s (Un)Serious Race series allows fans to better know their drivers on a personal level, and out-of-the-box helmet designs such as Lewis Hamilton’s Hajime Sorayama collaboration for the Japan Grand Prix continue to make headlines.
From what we see so far, the PUMA x Formula 1 partnership looks to be very promising as PUMA gives Rocky the freedom to play with materials, finishes, and silhouettes. The visuals are also uncompromising, echoing the rapper’s personal style. Instead of going the safe route of lazy graphic prints on classic ready-to-wear pieces, we see bold statement pieces from neon green quilted race jackets and contrast-stitched denim work pants to pearl balaclavas and red racing gloves.
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“We couldn’t be more excited to be working with A$AP Rocky,” said Maria Valdes, PUMA’s Chief Product Officer. “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.”
As the exclusive licensee and trackside retailer at all races, PUMA looks to explore the impact that streetwear and fashion can play beyond the track. According to PUMA, Rocky’s influence on the brand will be “phased,” beginning with an “in the lab” approach to see where he can take the category. What we see with the debut imagery is an exploration of car culture in America and the impact it has on fashion. For the rest of the year, Rocky will be influencing PUMA’s visuals and video content.
In 2024, Rocky will focus on curating activations for several Grand Prix races beginning in Miami in partnership with the PUMA and F1 teams. Fast forward to 2025, he will be immersing himself in the holistic product designs for all of the PUMA x F1 products spanning from “racewear to fanwear to fashion.”
“Working with brands as iconic as PUMA, and as innovative as F1, has been truly inspiring,” said A$AP Rocky. “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.”
An ultra-limited PUMA x F1 collection is set to drop later this year, providing a sneak peek of the “series of capsule collections” to come in 2024. Stay tuned for additional details.
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This story first appeared on Lifestyle Asia Hong Kong
