A$AP Rocky becomes the creative director of PUMA's partnership with Formula 1

In recent years, Formula 1 has once again become an attractive and popular sport with an increasingly younger and more diverse fan base - thanks in part to marketing investments made in collaboration with major sports brands and celebrities. And it is from this connection that the new partnership between PUMA and Formula 1 was born. A$AP Rocky, who is already an ambassador for the German brand, will curate the capsule collection to capitalise on the motorsport world's interest in fashion and streetwear. PUMA and Formula 1 signed a multi-year agreement in May to supply F1-branded apparel, footwear and accessories for all ten teams on the circuit from 2024. This agreement brings motorsport closer to the US sports leagues by unifying the aesthetic profile of all participating franchises.

The rapper and husband of Rihanna will therefore initially be tasked with designing the first collection, which is planned for the first Grand Prix in Las Vegas at the end of November and will include clothing and accessories. Then, starting next season, A$AP Rocky will develop different collections related to each circuit, as well as participate in special events and activations during the year. "There are some key design I've been starting out with, trialling different designs and techniques. I'm focused on seamlessly blending in these classic streetwear looks without feeling forced or tacky." Rocky is expected to gain even greater control over the entire PUMA -Formula 1 partnership by 2025, both in terms of racewear, fan apparel and more fashion-forward capsule collections.