PUMA In May this year, it officially Formula 1 become an eventofficial partner, this multi-year licensing agreement will allow PUMA to exclusively produce and sell F1 apparel, footwear and merchandise. According to The Business of Fashion reportPUMA recently officially appointed A$AP Rocky As creative director of the collection, he hopes to merge streetwear with motorsport.
PUMA CEO Arne Freundt said that the first wave of cooperation series will be released at the first Las Vegas Grand Prix at the end of November, including limited edition PUMA x F1 accessories and clothing. In the campaign, A$AP Rocky wears a co-branded black tracksuit, racing gloves and a pair of red, orange and white PUMA Inhale sneakers.
Next year, A$AP Rocky will design a capsule collection tied to the 2024 F1 season. He will also be responsible for planning live events at each race and managing marketing for each edition. By the 2025 season, PUMA plans to give A$AP Rocky more creative control over this partnership, providing creative direction for the production of racing uniforms, fan uniforms and more fashion-forward collections.
“I’m really happy that an industry that was once very traditional and conservative is ready to open up and explore new things, especially when it comes to fashion,” A$AP Rocky said in a statement.
