(A$AP) ASAP Rocky Puma Team-Up for Rapper to be Creative Director of Formula 1 Partnership

ASAP Rocky Puma is the new team-up as rapper and fashion collaborator, A$AP Rocky, takes on the role of creative director for Puma’s Formula 1 partnership, demonstrating the growing intersection of streetwear and motorsports.

Puma’s multi-year licensing deal to exclusively produce and sell F1 clothing, footwear, and merchandise, will greatly benefit from the addition of Rocky, as he is seen as one of fashion’s most coveted collaborators. The partnership will be unveiled at the inaugural Las Vegas Grand Prix in late November.

Rocky’s first creations will be a limited edition Puma and F1 collection of accessories and apparel. Teaser images show Rocky sporting a co-branded black tracksuit from the current Puma-F1 collection, as well as racing gloves and a pair of red, orange and white Puma “Inhale” sneakers. Rocky plans to blend in classic streetwear looks seamlessly, avoiding the risk of them appearing forced or tacky.

In the 2024 season, Rocky will design a series of capsule collections linked to high-profile F1 races and host in-person activations at each of the races. He will also manage marketing for each release.

By the 2025 season, Puma plans for Rocky to have wider creative control over the entire Puma-F1 partnership, providing creative input for the production of racewear, fanwear, and more fashion-forward collections.

ASAP Rocky Puma Formula 1 Collab

Puma has been tapping into collaborations with other big names in music recently and shows now signs of slowing down.

“Rocky is, in my view, one of the greatest cultural forces of our time — his influence goes far beyond music,” said Puma chief executive Arne Freundt.

Rocky’s influence stems from more than his music. His creative agency, AGWE, collaborated on an apparel collection with Mercedes-Benz last year. Moreover, his collaborations with JW Anderson, Guess Originals, and his relationship with Rihanna, have kept him at the forefront of cultural relevance.

The first campaign, still being finalized by Rocky, explores American automotive culture and its intersection with streetwear. It will launch ahead of the Las Vegas race.

The appointment comes when F1’s popularity is booming worldwide, sparked by documentaries like “Drive to Survive,” and the rise of newer drivers such as Pierre Gasly and China’s Zhou Guanyu.

The inaugural Las Vegas race, part of which will run along the city’s famous boulevard, is set to be F1’s largest pop culture showcase yet.

“It’s going to be like the Super Bowl on wheels,” said Freundt.

Puma’s revenue, mainly from producing performance apparel for niche but growing global sports, reportedly increased by 41.6% compared to 2021 after Formula 1 fans returned to racetracks.

In addition to Rocky, Puma has also partnered with British rapper Skepta and relaunched its collaboration with Rihanna’s Fenty label.

“We’re very serious about elevating our brand, and these three partners are very strong testimonials of our ambition,” said Freundt. “It’s all about pushing the boundaries of sport through a fashion lens.”