Puma taps A$AP Rocky as Creative Director for Formula 1 collaboration

By Zion Rufus

A$AP Rocky, renowned rapper, fashion influencer, and Rihanna’s boyfriend, is set to take the creative reins in Puma’s collaboration with Formula 1. As the newly appointed creative director, he brings his unique style and cultural expertise to fuse sport and streetwear.

This innovative partnership aims to carve out a niche where sport meets fashion. Rocky, at 35, will design exclusive clothing collections that meld the worlds of Formula 1 and street fashion, beginning with a special capsule release scheduled for the Las Vegas Grand Prix in November.

The rapper’s fashion insight will significantly influence Puma’s future design directions. By creating a line that harmonizes with the sport’s aesthetics and urban culture, Puma anticipates a shift in the way brands collaborate with diverse creatives and venture into uncharted territories.

Maria Valdes, Puma’s chief product officer, expressed excitement about the collaboration, highlighting Rocky’s remarkable talent and dedication to the brand. “He will influence the broader PUMA x F1 range and will continue to help push sport and culture forward,” she said.

Rocky won’t solely focus on apparel; he will also play a pivotal role in producing visuals and video content that explores the impact of American car culture on streetwear and fashion. The campaign promises to be a visual spectacle, capturing the essence of the two worlds merging.

While Puma and F1 enthusiasts can look forward to an “extremely limited” apparel and accessory collection in the near future, the partnership has more exciting projects on the horizon. Rocky will continue to shape subsequent capsule collections to coincide with F1 races and related activations, commencing with the Miami Grand Prix next year.

For Rocky and Rihanna, who have been central figures in Puma collaborations, this partnership solidifies Puma’s reputation as a brand that bridges the gap between fashion, sport, and culture. A new era is on the horizon for sportswear enthusiasts and fashion aficionados alike.