Home » A$AP Rocky secures multi-year creative deal with sportswear giant PUMA

A$AP Rocky secures multi-year creative deal with sportswear giant PUMA

by Omokolade Ajayi
A$AP Rocky

A$AP Rocky, the multifaceted music artist, creative, and designer known for his boundary-pushing style and innovation, has entered into a multi-year creative partnership with German multinational sportswear giant, PUMA.

This exciting collaboration, firmly rooted in the world of motorsport, particularly Formula 1, will see A$AP Rocky take the helm as the creative director for a brand-new category, focusing on the intersection of high-speed racing and urban streetwear.

The announcement of this groundbreaking partnership comes nearly eight months after A$AP Rocky’s partner, global music icon and cosmetics billionaire Robyn “Rihanna” Fenty, announced her own collaboration with PUMA, solidifying the couple’s unique influence within the fashion and sportswear industry.

Under this innovative partnership, A$AP Rocky is set to channel his creative energies into PUMA’s recently unveiled partnership with Formula 1, crafting bespoke capsule collections that will be pivotal in shaping the brand’s seasonal design direction moving forward.

What A$AP Rocky is saying about the multi-year creative partnership with PUMA

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

Maria Valdes, PUMA’s chief product officer, expressed her enthusiasm for the partnership, saying, “We couldn’t be more excited to be working with A$AP Rocky. He’s incredibly talented, deeply thoughtful, and invested in our brand. He will showcase his vision with elevated F1 race capsules globally, which will attract new audiences and undoubtedly disrupt the track. In the future, he will influence the broader PUMA x F1 range and will continue to help push sport and culture forward.”

Earlier this year, PUMA solidified its commitment to Formula 1, becoming the exclusive licensee and trackside retailer at all races. With a rich history and heritage in the sport, PUMA is eager to explore the influence of streetwear and fashion beyond the racetrack. 

A$AP Rocky, with his vast fashion knowledge, distinctive style, and cultural expertise, is poised to bring a fresh perspective to the expanding Formula 1 audience. A$AP Rocky’s influence on the brand will be gradually implemented, initially adopting an incubator-style approach coined “in the lab” to initiate creative exploration.

What to expect from the PUMA, F1 and A$AP Rocky partnership

For the remainder of the year, A$AP Rocky will make a significant impact on visuals and video content for the brand. His inaugural campaign, which he has overseen as both the creative director and producer, delves into car culture in America and its profound impact on streetwear and fashion.

Later this year, fans can anticipate the release of an extremely limited PUMA x F1 collection, offering a sneak peek into a series of capsule collections set to debut in 2024, coinciding with high-visibility Formula 1 races.

A$AP Rocky’s creative partnership with PUMA is poised to be a compelling fusion of fashion, motorsport, and street culture, promising to reshape the boundaries of the sportswear industry. With this exciting development, the world eagerly awaits the bold and visionary designs that will emerge from this collaboration.

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