A$AP Rocky has been keeping busy – a father of two, working on that album we’re all waiting for, and continuing to show up in banging fit after banging fit. And there’s more in the pipeline for the East Coast rapper as Puma has named him Creative Director of its Formula 1 partnership.
The German sportswear company secured the deal with Formula 1 earlier this year in May, which entails a multi-year partnership that grants Puma to exclusively sell F1 apparel, footwear and accessories. The partnership is now receiving Rocky’s flair, and if his personal style is anything to go off of, we have a feeling F1 merch is about to flood Grailed’s pages – a true sign of success marked by the world of resale.
The first physical representation of this multi-creative partnership is set to be in late November, just in time for the Las Vegas Grand Prix race. While little is known of the details of this partnership yet, A$AP Rocky has been tasked to create capsule collections for 2024 races.
It also seems as though Rocky will be hitting the track, as he will also be responsible for F1 race-specific in-person activations. And that’s not all. Puma keeps its eyes on the long run as the partnership is intended to extend till 2025, where A$AP Rocky will receive wider creative control, specifically for the creation of fanwear, racewear and a more experimental, fashion-forward line.
This multi-disciplinary partnership is proof of fashion and sports’ convergence, specifically motorsports, aligning forces for a greater cultural impact. And realistically, who better to embody the idea of fashion as a cultural force than the man whose style is as well regarded as his music?
In fact, Rocky is also in charge of the marketing for this partnership. If the rapper simply wearing the upcoming line’s pieces in public isn’t the best marketing strategy, then we don’t know what is. Take a look at A$AP Rocky teasing this project in a campaign where he is seen wearing a black and orange tracksuit from the current Puma x F1 collection, paired with racing gloves and a pair of Puma “Inhale” sneakers.
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