Take a Closer Look at A$AP Rocky's PUMA x Formula 1 Collection
This article was originally published on November October 23, 2023.
Update November 14, 2023: With A$AP Rocky announced as PUMA's Creative Director of F1 last month, sneakerheads (and motorheads) have been patiently waiting for a closer look at the debut collection. Well, the chequered flag is being waved we're getting an extended look at the collaboration. The pieces are launching at an exclusive pop-up during the Las Vegas Grand Prix. Select styles will also land on PUMA’s website on November 17.
Coming off the heels of announcing their exclusive licensed partnership, the have tapped to be the creative director for PUMA x F1, with a limited collection expected to debut at the Las Vegas Grand Prix in November.
‘Working with brands as iconic as PUMA, and as innovative as F1, has been truly inspiring,’ said A$AP Rocky. ‘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.’
Rocky’s foray into the motorsport world started with his 2018 album ‘TESTING’, as crash test dummies and cars served as the visual inspiration for the album and tour. In 2022, Rocky linked up with the video game Need For Speed: Unbound and collaborated to design a custom Mercedes AWGE 190E that was unlockable in the game.
Rocky will oversee visuals and video content for the rest of the 2023 season, with his first campaign exploring car culture in the States and its impact on fashion and streetwear. Bigger plans are set for 2024, as Rocky is conceptualising and designing capsule collections and curating activations at every race in 2024. By 2025 Rocky will oversee all PUMA x F1 products from racewear, fanwear, and fashion as well as product design and marketing concepts.