A$AP Rocky is the Creative Director of PUMA and F1’s Partnership
Breaking news in the world of F1 and fashion, PUMA has just announced A$AP Rocky will take the wheel and steer the partnership between PUMA and Formula One as Creative Director. Rapper and designer ASAP Rocky has signed a multi year deal with PUMA, ahead of their new partnership with F1.
This has come shortly after PUMA announced their new long term partnership with Formula One that will see them hold the exclusive license and be the offical trackside retailer at ALL F1 races in 2024 and beyond. This partnership alone, is a pivotal moment for both the fashion and motorsport industry. The news that the creative lead is ASAP Rocky just adds more fuel to the fire, and excitement as to what PUMA can deliver for fans of F1.
PUMA
As mentioned, his first collection will be limited and available later this year at the Vegas circuit during the race weekend. Looking ahead into 2024, Rocky has designed collections, for multiple races, starting with Miami. He is also curating activations at each of these races and leading the marketing efforts for his collections.
2025 is the year Rocky will be all in, working on the designs for ALL of the F1 x PUMA fanwear and racewear items. I, as a fan of obviously fashion and Formula One, but also A$AP Rocky, am very excited and hopeful that this partnership will be an incredible time for Formula One, and really merge fashion and F1 together even more.
With the heightened popularity Formula One has seen in the last 3 years, it is a great move from both a marketing view point and from a fan, to have more fashion focussed merchandise and team wear, helping push the world of F1 to more people while also nurturing the fans already involved. We know that A$AP Rocky’s fashion is heavily influenced by street wear, and high-end designers, many he has partnered with including Louis Vuitton and Dior. We have seen a rise in “streetwear” style collabs with F1 including Palm Angels sponsoring HAAS, which has lead to collaborative merch you can purchase on Palm Angels website, also, 3 years ago the popular brand Anti Social Social Club launched a limited F1 collection (I was lucky to get my hands on multiple pieces from this).
These brands however, are limited and higher end which means a higher price tag, which is not accessible to a lot of Formula One fans. PUMA is a more affordable brand compared to these others, so I hope they can make some incredible items avaliable to Formula Ones diverse audience.
What are your thoughts on this partnership? Do you think A$AP Rocky is the right fit? I know I do!
