Music Industry Moves: Puma Taps A$AP Rocky as Creative Director for Formula 1 Partnership
24.10.2023 - 19:19
/ variety.com
Thania Garcia Sports company Puma has tapped A$AP Rocky as its new creative director “for the category with a focus on the intersection of the sport and streetwear,” according to a press release announcing the long-term partnership between the fashion brand and rapper. Rocky will work on Puma’s new collaboration with Formula 1, developing capsules designed by him that will influence the brand’s seasonal design directions moving forward. For the remainder of this year, Rocky will design visuals and video content for the brand, starting with his first campaign that explores car culture in America and the impact it has on streetwear and fashion.
Later this year, Rocky will drop a limited Puma and F1 collection as a sneak peek into a series of capsule collections that will launch in 2024. In the coming year, Rocky will focus his creative attention on several Grand Prix races beginning in Miami. He will curate activations at each race and serve as the creative director for all the marketing efforts surrounding these collections.
By 2025, Rocky plans to more fully immerse himself into the holistic product creative designs for all of the Puma and F1 products, spanning from racewear to fanwear to fashion. “Working with brands as iconic as PUMA, and as innovative as F1, has been truly inspiring,” said Rocky. “When the world sees what we’re doing, I believe a shift will happen with how brands approach taking risks and working with diverse creatives.” “We couldn’t be more excited to be working with A$AP Rocky,” said Maria Valdes, Puma’s chief product officer.
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