*ASAP Rocky has been appointed creative director of Puma x F1, and he’s speaking out about the new collaboration.
The 3-year deal will incorporate apparel, visuals, and experiential marketing, according to Complex.
“I feel like the fans don’t have enough of a connection to their favorite drivers. I want the fans to be able to wear the same clothes they see on the track in their daily lives,” Rocky said in an email interview with the outlet.
At the inaugural Las Vegas Grand Prix, Rocky will unveil the first capsule of F1 apparel he designed in November. Throughout 2024, further collections will be revealed.
Several F1 grand prix activations will also be conceptualized by the artist next year. By 2025, Rocky’s apparel will expand to include on-track racewear for teams and drivers.
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“Working with brands as iconic as PUMA, and as innovative as F1, has been truly inspiring,” said A$AP Rocky in a statement, per formula1.com. “When the world sees what we’re doing, I believe a shift will happen with how brands approach taking risks and working with diverse creatives.”
Maria Valdes, PUMA’s Chief Product Officer said: “We couldn’t be more excited to be working with A$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 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.”
“This announcement marks an exciting milestone in our partnership with PUMA,“ said Oliver Boden, Head of Licensing and Gaming at F1, per F1’s news release. “A$AP Rocky’s creativity and commitment to innovation aligns perfectly with F1’s vision and development in apparel.
“We look forward to collaborating with him to design and curate the PUMA and F1 range and insert F1 into new cultural and lifestyle spaces.”
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Check out excerpts from Rocky’s Complex interview about his new role with Puma below.
Complex: I didn’t know you were a racing fan. What about F1 has piqued your interest and what excited you about joining Puma for this role?
ASAP Rocky: I have always loved motorsports from a distance and the chance to work with Puma and F1 felt like the best way to disrupt the category. I’m eager to explore the impact that streetwear and fashion can play beyond the track.
What elements of streetwear do you hope to fuse with F1 through these collections that we typically don’t see from the category? What elements of F1 do you think can resonate in the streetwear space?
I am working with Puma and F1 to bring a new perspective to the growing motorsport audience. I feel like the fans don’t have enough of a connection to their favorite drivers. I want the fans to be able to wear the same clothes they see on the track in their daily lives.
What can we expect to see from the upcoming activation at the Vegas Grand Prix in a couple weeks?
We are debuting our first Puma x F1 collection in Vegas with very limited apparel and accessories. We have been designing and prototyping over the last few months and landed on some fire pieces from a balaclava to pants. All of the pieces are inspired by real team wear but designed for the general consumer. This is only the beginning.
In celebration of Hip-Hop 50th, who are you top three best dressed rappers of all time, excluding yourself?
Grand Puba, Kanye, and Pharrell.
READ MORE: A$AP Rocky ‘Happy to Sign’ Prenup If Rihanna Wants to Marry Him
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