In a move that fuses music, fashion, and motorsport, A$AP Rocky has taken on the role of creative director in the groundbreaking partnership between Puma and Formula 1, as reported on Oct. 23 by USA Today.
The 35-year-old rapper, renowned designer and significant other to global pop and fashion superstar Rihanna will spearhead the creative direction of this F1 collaboration, characterized by its intent to explore the intersection of sport and streetwear, according to a press release from Puma.
Under his new title, A$AP Rocky is poised to shape the trajectory of the F1 partnership, with a primary focus on curating distinctive clothing capsules.
“Working with brands as iconic as Puma and as innovative as F1 has been truly inspiring,” A$AP Rocky said. “When the world sees what we’re doing, I believe a shift will happen with how brands approach taking risks and working with diverse creatives.”
Puma first announced its groundbreaking partnership with the world of motorsport in May, setting the stage for the announcement of A$AP Rocky as the creative director. In addition to his design responsibilities, Rocky will help produce visuals and video content for the brand, including a campaign that delves into the profound influence of American car culture on streetwear and fashion.
Fans of this exciting collaboration can anticipate the release of an “extremely limited” Puma and F1 apparel and accessory collection later this year. Moreover, future capsule collections are poised to coincide with F1 races, featuring activations at various Grand Prix events, commencing with the event in Miami next year.
The world of partnerships seems to be a shared interest in the household of A$AP Rocky and Rihanna, the latter who previously teamed up with Puma for a Fenty x Puma venture. Rocky’s appointment as creative director for the Puma x F1 partnership should ignite fresh creative sparks.
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