In a groundbreaking move, sports company PUMA and music artist, creative, and designer A$AP Rocky have announced a long-term creative partnership. Rooted in the motorsport business, Rocky will serve as the Creative Director for the category with a focus on the intersection of the sport and streetwear.
Rocky’s influence on the brand will be phased, beginning with an incubator-style approach coined “in the lab” to explore his creative vision for the category. For the remainder of 2023, Rocky will impact visuals and video content for the brand, including his first campaign, which explores car culture in America and the impact it has on streetwear and fashion.
Later this year, Rocky will drop an extremely limited PUMA x F1 collection, providing a sneak peek into a series of capsule collections in 2024 surrounding high-visibility F1 races. In 2024, Rocky will focus his creative attention on several Grand Prix races beginning in Miami, curating activations at each of the races and serving as the creative director for all of the marketing efforts.
By 2025, Rocky plans to more fully immerse himself into the holistic product creative designs for all of the PUMA x F1 product spanning from racewear to fanwear to fashion. He will continue to participate in marketing in an ongoing effort to bring disruption to the category via innovative product design and marketing concepts.
This partnership is a groundbreaking moment for the intersection of streetwear, fashion, and motorsport. Rocky’s creativity and influence will undoubtedly bring a new perspective to the growing F1 audience and help PUMA to further expand its reach.
What does this partnership mean for the future of F1 fashion?
Rocky’s appointment as Creative Director for PUMA x F1 is a sign that the sport is embracing streetwear and fashion in a new way. Rocky’s unique style and cultural expertise will bring a fresh perspective to F1 apparel, and his capsule collections are sure to be highly anticipated by fans and fashionistas alike.
In addition to his work on product design, Rocky will also be involved in curating activations and marketing efforts for PUMA x F1. This means that he will have a major impact on the overall image and identity of the brand, helping to make F1 more accessible and appealing to a wider audience.
Overall, this partnership is a positive development for both F1 and PUMA. Rocky’s creativity and influence will help to bring the sport to a new generation of fans and elevate F1 fashion to new heights.
What can fans expect from Rocky’s first capsule collection?
Rocky’s first capsule collection for PUMA x F1 is expected to drop later this year. It will be an extremely limited collection, but it will provide a sneak peek into the creative vision that Rocky has for the brand.
Fans can expect to see a mix of streetwear and motorsport influences in Rocky’s collection. He is known for his bold and eclectic style, so it is likely that his collection will be both fashion-forward and functional.
Rocky has also said that he wants to use his platform to celebrate car culture in America. This means that his collection could feature designs that are inspired by classic American muscle cars, as well as the latest trends in the streetwear scene.
Overall, Rocky’s first capsule collection is sure to be a must-have for fans of F1, streetwear, and fashion. It will be exciting to see how Rocky brings his unique vision to life.