New A$AP Rocky x PUMA Partnership Sets Standards in the World of Formula 1

Dennis This entry was published by Dennis. He is the newest addition to the Grailify team and he provides you with the most important sneaker news every day. 2023-10-24

PUMA has announced a long-term partnership with Formula 1 and is now the exclusive licensee and distributor at all race tracks. The German sportswear manufacturer has also announced a new collaboration and who better to connect the sporty brand with streetwear than A$AP Rocky? The music artist and designer will serve as creative director for the motorsport division and will influence the partnership between PUMA and F1. Rocky will create his own capsules that will shape the look of the coming seasons.

Later this year, Rocky will release a strictly limited A$AP Rocky x PUMA collection. This clothing and accessories collection previews a series of collections in 2024 that will revolve around high-profile F1 races. Rocky will then focus on several Grand Prix, starting in Miami.

"Working with brands as iconic as PUMA and as innovative as Formula 1 has been really inspiring," said A$AP Rocky. "When the world sees what we're doing, I think it's going to change the way brands take risks and collaborate with different creatives."

By 2025, Rocky plans to be even more involved in PUMA x F1's holistic product creativity - from racewear to fanwear and fashion. He will also continue to participate in marketing campaigns to shake up the category with innovative product designs and marketing concepts.

"We couldn't be more excited to be working with A$AP Rocky," said Maria Valdes, PUMA's Chief Product Officer. "He is incredibly talented, deep and invested in our brand. He will showcase his vision globally with high-quality F1 racing capsules that will attract new audiences and undoubtedly shake up the race circuit."