In May, Puma made a significant move in the sports apparel world by securing an exclusive multi-year licensing deal to produce and sell Formula 1 merchandise at all racing events. This ambitious undertaking needed a visionary leader, and they found one in the renowned A$AP Rocky.
As the newly appointed creative director of the Puma-Formula One collaboration, A$AP Rocky is set to work closely with Puma’s CEO, Arne Freundt. This partnership is set to unfold a series of unique capsule collections throughout the 2024 racing season, with the first unveiling planned for Miami. Puma has revealed that A$AP Rocky is already deeply involved in the creative process, or as they put it, “in the lab.”
In a recent press release, A$AP Rocky expressed his enthusiasm: “Working with brands as iconic as Puma and as innovative as F1 has been truly inspiring. I believe our work will create a paradigm shift in how brands take risks and collaborate with diverse creatives.”
While details of the upcoming collections remain under wraps, teaser images have given fans a glimpse into what to expect. These previews showcase racing gloves adorned with Puma’s iconic logo, balaclavas with Puma and F1 branding, and eye-catching oversized quilted jackets in vibrant green. One striking image features a beaded balaclava, while another shows A$AP Rocky himself in jeans emblazoned with Puma graphics.
A$AP Rocky is no stranger to the fashion world. Known for his impeccable style, which includes statement pieces from luxury brands like Bottega Veneta and Gucci, he has also co-created collections with designers such as JW Anderson, Marine Serre, and Guess Originals. His connection to Puma runs deeper, considering his partner Rihanna’s role as a creative director at the brand, where she has designed two Fenty-branded footwear collections.
The upcoming release of Rocky’s first capsule collection is highly anticipated and marks yet another step in Formula 1’s evolution into one of the world’s most stylish sports. As A$AP Rocky brings his unique aesthetic to the world of motorsport, fans eagerly await the fusion of high fashion and high-speed racing.
