*ASAP Rocky has been appointed creative director of Puma x F1, and he’s speaking out about the new collaboration.
The 3-year deal will incorporate apparel, visuals, and experiential marketing, according to Complex.
“I feel like the fans don’t have enough of a connection to their favorite drivers. I want the fans to be able to wear the same clothes they see on the track in their daily lives,” Rocky said in an email interview with the outlet.
At the inaugural Las Vegas Grand Prix, Rocky will unveil the first capsule of F1 apparel he designed in November. Throughout 2024, further collections will be revealed.
Several F1 grand prix activations will also be conceptualized by the artist next year. By 2025, Rocky’s apparel will expand to include on-track racewear for teams and drivers.
“Working with brands as iconic as PUMA, and as innovative as F1, has been truly inspiring,” said A$AP Rocky in a statement, per formula1.com. “When the world sees what we’re doing, I believe a shift will happen with how brands approach taking risks and working with diverse creatives.”
Maria Valdes, PUMA’s Chief Product Officer said: “We couldn’t be more excited to be working with A$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.”
“This announcement marks an exciting milestone in our partnership with PUMA,“ said Oliver Boden, Head of Licensing and Gaming at F1, per F1’s news release. “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.”