ASAP Rocky Announced As Creative Director Of PUMA X F1
ASAP Rocky has been named creative director for PUMA and Formula 1’s partnership. Today’s (Oct. 23) announcement came after the former inked a multi-year deal with F1 in May to distribute exclusive footwear, apparel, and accessories on and off the racetrack.
In an exclusive email interview with Complex, Rocky shared his ambitions for the role. “I feel like the fans don’t have enough of a connection to their favorite drivers. I want the fans to be able to wear the same clothes they see on the track in their daily lives,” he explained.
Promotional images uploaded to the “RIOT (Rowdy Pipe’n)” rapper’s Instagram revealed Rocky wearing a black track jacket with orange linear designs featuring both PUMA and Formula 1 logos on the chest. The upcoming drop is also slated to include handprint-inspired gloves, multi-colored sneakers, and pearl-embellished balaclavas.
Rocky’s first collection will debut at the inaugural Las Vegas Grand Prix in November. Additionally, he’ll focus on developing visuals and video content for new releases throughout 2024.
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“For this campaign, I am most excited about an activation that will be on the ground in Vegas, but I can’t tell you too much now. We also captured some amazing photos for this collection that capture the energy from the pieces, and I’m looking forward to building on the visual narrative as we continue this partnership,” the artist told Complex.
He continued, “We have been designing and prototyping over the last few months and landed on some fire pieces from a balaclava to pants. All of the pieces are inspired by real team wear but designed for the general consumer. This is only the beginning.”
Notably, this isn’t Rocky’s first venture into automotive-inspired fashion. In March 2022, his creative collective AWGE collaborated with Mercedes-Benz on a series of items influenced by ’90s car merchandise.