A$AP Rocky continues to be a “Fashion Killa,” having just been named Creative Director of PUMA’s partnership with F1 (Formula 1).
According to PUMA’s website, on Monday (October 23), the New York rap artist and sports company announced the long-term partnership.
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A$AP Rocky’s expertise in apparel and Hip Hop culture will be utilized by the company to “explore the impact that streetwear and fashion can play beyond the track.”
For the rest of 2023, Pretty Boy Flacko will work on “impact visuals and video content” for PUMA, and in his first campaign, he will unpack “car culture in America and the impact it has on streetwear and fashion.”
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A$AP Rocky will also be dropping a limited PUMA x F1 collection which will serve as sneak peak into future capsule collections in 2024 surrounding high-visibility F1 races.
Check out the announcement below:
Next year, Rocky will focus on creating activations and marketing content surrounding various Grand Prix races, which will start in Miami.
As for 2025, he will continue his marketing efforts while delving into the holistic product creative designs for the PUMA x F1 collection.
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“Working with brands as iconic as PUMA, and as innovative as F1, has been truly inspiring,” A$AP Rocky told PUMA. “When the world sees what we’re doing, I believe a shift will happen with how brand’s approach taking risks and working with diverse creatives.”
“We couldn’t be more excited to be working with A$AP Rocky,” Maria Valdes, PUMA’s Chief Product Officer said. “He’s incredibly talented, deeply thoughtful and invested in our brand. He will showcase his vision with elevated F1 race capsules globally which attract new audiences and undoutably disrupt the track.
“In the future, he will influence the broader PUMA x F1 range and will continue to help push sport and culture forward.”
The “RIOT” artist spoke about the partnership in an interview with Complex. “I feel like the fans don’t have enough of a connection to their favorite drivers,” he said. “I want the fans to be able to wear the same clothes they see on the track in their daily lives. This is only the beginning.”
This is not A$AP Rocky’s first time in the creative director space. Back in 2016, he was named Creative Director of the now-defunct MTV Labs.
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“I feel like we live in a day and age where Snapchat, Instagram, the internet and all the 15-to-30-second video clips are running the world, and that’s all that matters,” A$AP Rocky said at the time. “It’s time to start exploring the minds of the young, the kids that come from backgrounds like me. If you put your mind to it, you can come up with some unorthodox methods to figure this shit out.”
A$AP Rocky was also was tapped to be PacSun’s first guest artistic director, in partnership with A$AP Worldwide, back in 2021.
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“This partnership is special to me because it’s a collaboration that combines my roots, A$AP Worldwide and some of the most respected heritage brands that have roots in both the sportswear and lifestyle worlds,” Rocky said previously. “Together with PacSun, we will be releasing several limited-edition collections that are both nostalgic and forward at the same time.”
