A$AP Rocky Named Puma and Formula 1’s New Creative Director

A$AP Rocky is going to be the new creative director of Puma and Formula 1’s partnership.

According to the official statement, the 35-year-old rapper 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.”

Puma announced its long-term partnership with F1 earlier this year, becoming the exclusive licensee and trackside retailer at all races.

“With years of history and heritage in the sport, PUMA is eager to explore the impact that streetwear and fashion can play beyond the track,” the statement said. “A$AP Rocky’s fashion knowledge, style, and cultural expertise will bring a new perspective to the growing F1 audience. 

“Rocky’s influence on the brand will be phased, most immediately taking on an incubator-style approach coined “in the lab” to begin creative exploration for where he can take the category. For the remainder of this year, Rocky will impact visuals and video content for the brand. His first campaign, on which he has been working behind the scenes as both creative director and producer, explores car culture in America and the impact it has on streetwear and fashion.”

Later this year, the “Riot” rapper will drop a limited edition Puma x F1 collection, which will provide “a sneak peek into a series of capsule collections in 2024 surrounding high-visibility F1 races.”

In 2024, Rocky will focus his creative attention on several Grand Prix races beginning in Miami.

These collections have been concepted and designed by him in partnership with the Puma and F1 teams. The rapper will curate activations at each of the races and serve as the creative director for all of the marketing efforts surrounding these collections.

“Working with brands as iconic as Puma, and as innovative as F1, has been truly inspiring,” Rocky said of the partnership. “When the world sees what we’re doing, I believe a shift will happen with how brand’s approach taking risks and working with diverse creatives.”