German sportswear brand Puma has named A$AP Rocky as creative director for its Formula One partnership.
Confirmed:
- For the rest of this year, Rocky will work on visuals and video content for Puma
- The rapper will also release a very limited collection later this year
- In 2024, the 35-year-old will release capsule collections focused on several Grands Prix, starting with Miami
- By 2025, he will look to have full creative influence over Puma’s Formula One products, spanning racewear, fanwear and fashion
Context:
Earlier this year, Puma signed a multi-year deal with Formula One to create a new collection of apparel for the sport's fanbase, as well as supplying uniforms to all F1 personnel that attend races from 2024. The company has also agreed a partnership extension with Ferrari and a fresh deal with Williams this season.
Comment:
Oliver Boden, head of licensing and gaming at Formula One, said: “This announcement marks an exciting milestone in our partnership with Puma. A$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.”
Coming next:
Formula One returns this weekend for the Mexican Grand Prix, taking place from 27th to 29th October.