Puma announced the long-term partnership with the “Fashion Killa” on their website on Monday, Oct. 23, and said that Rocky’s knowledge of hip-hop culture and fashion will help the company “explore the impact that streetwear and fashion can play beyond the track.”
“I feel like the fans don’t have enough of a connection to their favorite drivers,” Rocky told Complex. “I want the fans to be able to wear the same clothes they see on the track in their daily lives. This is only the beginning.”
“Working with brands as iconic as PUMA, and as innovative as F1, has been truly inspiring,” he continued. “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.”
The “Praise The Lord” rapper will immediately get to work with the branding using the rest of 2023 to work on “impact visuals and video content” for Puma. 2024 will see him doing cultural activations and marketing content for upcoming Grand Prix races. And 2025 will see him continue with marketing campaigns while also pitching in on product designs for the Puma x F1 collection.
“We couldn’t be more excited to be working with A$AP Rocky,” said Maria Valdes, PUMA’s chief product officer. “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 undoutably 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.”
Some time in 2024. Pretty Boy Flacko will drop a limited Puma x F1 collection that will give fans a sneak peek of future capsule collection in connection with major F1 races.
Rocky has priority experience in the creative director lane as he’s previously held the title for the now defunct MTV Labs and guest artistic director at PacSun.
