Rapper, model, and designer A$AP Rocky has just been named as the creative director of a new partnership between Puma and Formula 1 (F1), reports USA Today.
Known for his innovative trends and personal style as leader of the popular A$AP Mob hip hop collective, Rocky will help bring life to the new collection which is described as an “intersection of the sport and streetwear.”
The Harlem native will help design capsules for the collection which will also help to set the tone for Puma’s new seasonal offerings moving forward. In addition to the clothing, Rocky will also bring his “fashion knowledge, style, and cultural expertise” to the partnership to help create visuals and video content for the roll out, including a special campaign highlighting American car culture and its impact on fashion and streetwear.
“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,” said Rocky.
No stranger to innovative partnerships, Rocky has also had a creative hand in recent BeatsByDre products, making his directorial debut with their summer Beats Studio Pro drop. Last year Rocky also released cutting edge visuals for his new Mercer + Prince blended Canadian whisky brand.
“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 influence the broader PUMA x F1 range and will continue to help push sport and culture forward,” said Maria Valdes, Puma’s chief product officer.
Puma and F1 will release the limited apparel and accessory collection later this year. Future capsules will be released in accordance with F1 races and the brand will host several activations starting in Miami next year. Rocky’s partner Rihanna has also worked with Puma in the past on her Fenty x Puma partnership, Rocky carrying on the family’s relationship with the athletic brand.
Photo by Formula 1