In a move that’s set to turbocharge the world of fashion and motorsports, PUMA has entered into a long-term creative partnership with music artist and fashion mogul A$AP Rocky. Known for his influence in both music and streetwear, Rocky now sets his sights on PUMA’s newly formed alliance with Formula 1 racing, serving as the Creative Director. The collaboration aims to fuse streetwear aesthetics with the adrenaline-pumping world of Formula 1, crafting bespoke capsules that’ll steer PUMA’s seasonal designs.
PUMA, already the exclusive licensee and trackside retailer at all F1 races, is on a mission to explore the synergy between motorsport and fashion. Enter A$AP Rocky, whose fashion-forward approach is expected to resonate with F1’s burgeoning audience. Initially, the partnership will kick off “in the lab,” an incubator-style approach to experiment with the untapped potential of combining F1 with streetwear. Rocky is also scheduled to drive the brand’s visuals and video content, starting with a campaign focused on America’s car culture.
Later this year, keep your eyes peeled for an ultra-exclusive PUMA x F1 collection designed by A$AP Rocky, a teaser for more expansive capsule collections set to debut in 2024. And by 2025, expect Rocky to dive deep into everything from racewear to fanwear. This trifecta of Rocky, PUMA, and F1 aims to disrupt the traditional boundaries of sport, streetwear, and fashion, paving the way for an audacious blend of style and speed. Shop all the automotive-inspired apparel, footwear, and accessories from PUMA Motorsports by clicking the link below.