Puma Snagged A$AP Rocky as Creative Director For Their F1 Collab

Proving that racing merch is poised to be the next big thing.

Given the popularity of Netflix’s Formula 1: Drive to Survive and the upcoming inaugural F1 race in Las Vegas, it’s safe to say that the popularity of racing is just beginning. Back in May Puma announced that they’d be the exclusive brand behind all of the merch and now they’re following up with an even bigger announcement — A$AP Rocky will be serving as Creative Director, effective immediately. The long-term, multi-year partnership will focus on the intersection of streetwear and sports, serving as a way to introduce a bigger audience to high speed automobile racing. 

The rapper’s influence will be immediately seen in the visuals and video content with his first campaign exploring car culture in America as it relates to streetwear and fashion. Next up will be an extremely limited apparel collection, coming out later this year and will serve as a taste for what’s yet to come. In 2024 A$AP Rocky will be overseeing activations as well as marketing efforts around more capsule collections timed to high visibility F1 races in key cities. By 2025, expect a full takeover — he’ll be working on everything from racewear to what the fans wear to fashion.

“Working with brands as iconic as PUMA, and as innovative as F1, has been truly inspiring,” said A$AP Rocky via the press release.  “When the world sees what we’re doing, I believe a shift will happen with how brand’s approach taking risks and working with diverse creatives.”