PUMA Names A$AP Rocky Creative Director For PUMA x F1 Partnership

PUMA and music artist, inventive, and designer A$AP Rocky have formally introduced a long-term inventive partnership. Rooted within the motorsport enterprise, A$AP Rocky will function the Inventive Director for the class with a concentrate on the intersection of the game and streetwear. Rocky will focus his power and efforts on PUMA’s new partnership with F1, growing bespoke capsules designed by him, that can affect the model’s seasonal design instructions transferring ahead.  

Earlier this 12 months, PUMA introduced a long-term partnership with F1, turning into the unique licensee and trackside retailer in any respect races. With years of historical past and heritage within the sport, PUMA is raring to discover the influence that streetwear and trend can play past the monitor.  A$AP Rocky’s trend data, type and cultural experience will carry a brand new perspective to the rising F1 viewers.

Rocky’s affect on the model will probably be phased, most instantly taking up an incubator-style method coined “within the lab” to start inventive exploration for the place he can take the class.  For the rest of this 12 months, Rocky will influence visuals and video content material for the model. His first marketing campaign, which he has been working behind the scenes as each inventive director and producer, explores automotive tradition in America and the influence it has on streetwear and trend.

Later this 12 months, Rocky will drop a particularly restricted PUMA x F1 assortment. This attire and equipment assortment will present a sneak peak right into a sequence of capsule collections in 2024 surrounding high-visibility F1 races. 

In 2024, Rocky will focus his inventive consideration on a number of Grand Prix races starting in Miami. These collections have been concepted and designed by him in partnership with the PUMA and F1 groups. He’ll curate activations at every of the races and function the inventive director for all the advertising efforts surrounding these collections.

By 2025, Rocky plans to extra totally immerse himself into the holistic product inventive designs for all the PUMA x F1 product spanning from racewear to fanwear to trend.  He’ll proceed to take part in advertising in an ongoing effort to carry disruption to the class by way of modern product design and advertising ideas.  Rocky, PUMA and F1 collectively are wanting to develop their viewers and faucet into the connection between streetwear, trend and the game itself.   

“Working with manufacturers as iconic as PUMA, and as modern as F1, has been actually inspiring,” stated A$AP Rocky.  “When the world sees what had been doing, I consider a shift will occur with how model’s method taking dangers and dealing with numerous creatives.”

“We couldn’t be extra excited to be working with A$AP Rocky,” stated Maria Valdes, PUMA’s Chief Product Officer. “He’s extremely gifted, deeply considerate and invested in our model. He’ll showcase his imaginative and prescient with elevated F1 race capsules globally which are a magnet for new audiences and undoutably disrupt the monitor. Sooner or later, he’ll affect the broader PUMA x F1 vary and can proceed to assist push sport and tradition ahead.”

“This announcement marks an thrilling milestone in our partnership with PUMA,” stated Oliver Boden, Head of Licensing and Gaming at F1. “A$AP Rocky’s creativity and dedication to innovation aligns completely with F1’s imaginative and prescient and growth in attire. We look ahead to collaborating with him to design and curate the PUMA and F1 vary and insert F1 into new cultural and life-style areas.”

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