Puma keeps it in the family with the appointment of A$AP Rocky whose real name is Rakim Meyers as creative director for the brand’s Formula 1 partnership. Rocky’s debut designs will launch with a Puma and Formula 1 apparel and accessories capsule, planned to release at the inaugural Las Vegas Grand Prix in late November.
“Working with brands as iconic as Puma, and as innovative as F1, has been truly inspiring,” said Rocky in a press release. “When the world sees what were doing, I believe a shift will happen with how brand’s approach taking risks and working with diverse creatives.”
For the remainder of 2023, Rocky will creative direct visuals and video content for the brand. His first campaign, explores car culture in America and its impact on streetwear and fashion.
Next year, the 35-year-old father of two, whose partner Rihanna leads Fenty‘s partnership with Puma, will design multiple Puma F1 capsules timed with several Grand Prix races beginning in Miami. He will also host in-person activations at races and manage marketing for each release.
Rocky in 2025 will have wider creative control over the Puma F1 partnership, providing input on race clothing, fan merch and stand-alone, edgier offerings.