A$AP Rocky Named Creative Director in PUMA x F1 Partnership, Elevating Motorsport Streetwear

Global sportswear giant PUMA has officially announced an exciting long-term partnership with A$AP Rocky, appointing the music artist, designer, and cultural icon as Creative Director for PUMA x F1. This groundbreaking collaboration seamlessly merges the fast-paced world of Formula 1 with Rocky’s forward-thinking approach to fashion, bringing a fresh perspective to motorsport streetwear.

A$AP Rocky’s Vision for PUMA x F1

As PUMA’s Creative Director for F1, A$AP Rocky will take the lead in developing streetwear-inspired motorsport apparel. His role builds upon PUMA’s exclusive partnership with F1, where the brand serves as the official licensee and trackside retailer at all races. By blending performance-driven design with urban fashion, he will introduce a unique style to the F1 audience.

To begin, Rocky will take an incubator-style creative approach, referred to as “In the Lab,” which will allow him to experiment with new ideas. Initially, he will focus on visual storytelling and video content, crafting an artistic perspective on car culture in America and its deep influence on streetwear and fashion.

Exciting Capsule Collections and Race Activations

Later in 2024, Rocky will launch an exclusive PUMA x F1 collection, offering a preview of several upcoming capsule releases. These limited-edition pieces, designed in collaboration with PUMA and F1 teams, will debut at high-profile Grand Prix races, beginning with Miami. Additionally, Rocky will curate immersive brand activations at select races, enhancing the connection between motorsport, fashion, and culture.

Expanding the Intersection of Fashion and Motorsport

Looking ahead to 2025, Rocky plans to deepen his involvement by taking a holistic approach to PUMA x F1 product design. While continuing to influence racewear and fanwear, he will also push the boundaries of high-fashion collaborations. Through his innovative mindset, he aims to redefine the fusion of motorsport aesthetics and street culture, making Formula 1 apparel more dynamic and culturally relevant.

“Working with brands as iconic as PUMA and as innovative as F1 has been truly inspiring,” said A$AP Rocky. “When the world sees what we’re doing, I believe a shift will happen in how brands approach risk-taking and collaboration with diverse creatives.”

PUMA’s Chief Product Officer, Maria Valdes, shared her enthusiasm for the partnership, emphasizing that Rocky’s creative direction will attract new audiences and reshape the motorsport fashion landscape.

With this collaboration, A$AP Rocky, PUMA, and F1 are set to revolutionize the way motorsport apparel is perceived—blurring the lines between high-performance racing gear and cutting-edge streetwear while expanding the cultural influence of Formula 1.