Puma has collaborated with A$AP Rocky, a music artist, creative, and designer, ahead of the upcoming Formula 1 Las Vegas Grand Prix.
PUMA intends to investigate the effect of streetwear and fashion beyond the racetrack, building on its rich history and heritage in the sport. With his fashion knowledge and cultural views, A$AP Rocky is expected to add a new viewpoint to the rising Formula 1 audience.
“Rocky will focus his energy and efforts on PUMA’s new partnership with F1, developing bespoke capsules designed by him, that will influence the brand’s seasonal design directions moving forward,” according to a statement from the company.
PUMA announced an ongoing agreement with Formula 1 earlier this year, obtaining exclusive licensing and trackside retailing rights at all races. The impact of A$AP Rocky on the brand will be delivered gradually, beginning with a “in the lab” approach to encourage creative development. His first campaign, for which he served as both creative director and producer, delves into American automotive culture and its impact on streetwear and design.
A$AP Rocky will curate a highly limited PUMA x Formula 1 collection, which will be launched later this year. This garment and accessory collection is a preview of a series of capsule collections planned for 2024, corresponding with high-visibility Formula 1 events.
The Las Vegas Grand Prix, which returns to Formula One in November for the first time since 1984, is expected to draw a large crowd and generate major interest. Approximately $500 million has been invested in the event thus far, encompassing numerous components including as ticket sales, VIP hospitality sponsorship, shopping, parking, concessions, and more.
A$AP Rocky will focus his creative talents on five Grand Prix races in 2024, beginning with Miami.
Rocky intends to fully immerse himself in the holistic product creative concepts for all PUMA x F1 products, ranging from racewear to fanwear to fashion, by 2025. He will continue to be involved in marketing as part of a continuing attempt to disrupt the category through innovative product design and marketing concepts. Rocky, PUMA, and F1 are all seeking to broaden their audience and capitalize on the link between streetwear, fashion, and the sport itself.
“Working with brands as iconic as PUMA, and as innovative as F1, has been truly inspiring,” A$AP Rocky stated in a press release. “When the world sees what were doing, I believe a shift will happen with how brand’s approach taking risks and working with diverse creatives.”
“We couldn’t be more excited to be working with A$AP Rocky,” PUMA’s Chief Product Officer Maria Valdes remarked. “He’s incredibly talented, thoughtful, and committed to our brand.” He will demonstrate his vision with raised F1 racing capsules around the world, attracting new viewers and undeniably disrupting the track. In the future, he will have an impact on the entire PUMA x F1 collection and will continue to push sport and culture ahead.”
“This announcement marks an exciting milestone in our partnership with PUMA,” F1’s Head of Licensing and Gaming Oliver Boden stated. “A$AP Rocky’s creativity and commitment to innovation are perfectly aligned with F1’s apparel vision and development.” We are excited to work with him to create and curate the PUMA and F1 collections, as well as to introduce F1 into new cultural and lifestyle venues.”