Grammy-nominated music artist A$AP Rocky is all set to become the Creative Director at PUMA for the company’s partnership with Formula One.
Earlier this year, PUMA teamed up with F1, joining as an Official F1 Provider on a multi-year deal. Working with PUMA, Rocky will put his creative focus on several F1 races, starting with the Miami 2024 race. By 2025, he is to be immersed totally into the “holistic product creative designs for all of the PUMA x F1 product spanning from racewear to fanwear to fashion”.
Rocky will be working on collections fully designed by him and also curate activations at the races, serving also as the creative director of the marketing efforts.
Also read: Formula One (F1) Sponsors 2023
A$AP Rocky commented:
“Working with brands as iconic as PUMA, and as innovative as F1, has been truly inspiring. When the world sees what we’re doing, I believe a shift will happen with how brands approach taking risks and working with diverse creatives.“
Maria Valdes, PUMA’s Chief Product Officer, said:
“We couldn’t be more excited to be working with A$AP Rocky. He’s incredibly talented, deeply thoughtful and invested in our brand. He will showcase his vision with elevated F1 race capsules globally which attract new audiences and undoubtedly disrupt the track. In the future, he will influence the broader PUMA x F1 range and will continue to help push sport and culture forward.“
Oliver Boden, Head of Licensing and Gaming at F1, added:
“This announcement marks an exciting milestone in our partnership with PUMA. A$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.“
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