In an effort to showcase its commitment to its partnership with Formula 1 and bring in a new style perspective to the sport, Puma (PMMAF) -) is enlisting the help of an unexpected, but very fashionable collaborator.
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Enter A$AP Rocky:
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The German athletic brand announced in a statement released today that it will be appointing one of fashion’s most coveted collaborators, Grammy-nominated rapper A$AP Rocky, as the Creative Director of their Formula 1 partnership.
Under this position, the Harlem-based rapper is expected to provide creative input in all aspects of the brand’s presence in the sport, including assisting in apparel, footwear and accessory design, to the marketing of said products both on and off the track.
“A$AP Rocky’s creativity and commitment to innovation aligns perfectly with F1’s vision and development in apparel,” Formula 1 Head of Licensing and Gaming Oliver Boden said. “We look forward to collaborating with him to design and curate the PUMA and F1 range and insert F1 into new cultural and lifestyle spaces.”
Though known for songs like “Peso” and “Fashion Killa,” Rocky is also noted by both rap music fans and fashion pundits to have out-of-the-box ideas expressed in his music, music videos and through his outward image.
Over his career, his eccentric views have led to endorsements and partnerships with brands such as Gucci, Mercedes-Benz and Under Armor, to name a few. Additionally, in 2022, A$AP Rocky was tapped by Electronic Arts to provide his voice and likeness for its Need for Speed Unbound racing video game.
“Working with brands as iconic as Puma, and as innovative as F1, has been truly inspiring,” said A$AP Rocky in a statement. “When the world sees what we’re doing, I believe a shift will happen with how brands approach taking risks and working with diverse creatives.”
The news of the A$AP Rocky partnership follows a landmark long-term contract between the racing series and Puma which was signed in May. As per their contract, Puma will be the exclusive trackside retailer and official licensing partner with F1, which allows the German sportswear brand to produce F1-branded apparel, footwear and accessories.
Additionally, under the agreement, Puma is given the exclusive rights to sell all fan wear, such as hats and t-shirts, for all the teams that compete in the Formula 1 World Championship. The sportswear brand plans for Rocky to have wider creative control over the whole Puma-F1 partnership and provide input for all its products by 2025.
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“We couldn’t be more excited to be working with A$AP Rocky,” said Puma Chief Product Officer Maria Valdes. “He’s incredibly talented, deeply thoughtful and invested in our brand. In the future, he will influence the broader PUMA x F1 range and will continue to help push sport and culture forward.”
Puma says that the first collection of Puma and Formula 1 accessories and apparel are set to be released during the inaugural Las Vegas Grand Prix on November 16-18.
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