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Puma announces A$AP Rocky as creative director for F1 partnership
Puma x F1 will bring together pop culture, fashion, streetwear, and entertainment, under the creative guise of A$AP Rocky. As part of the new partnership, announced earlier this year, the rapper and style savant (not to mention, Mr. Rihanna), will act as creative director across visuals and product. Puma, which will be the official licensee and trackside retailer at all upcoming F1 races, has tapped Rocky to develop campaigns and capsules through 2025. Today, the brand revealed the first campaign, on which Rocky acted as creative director and producer. Later this year, the first limited-edition Puma x F1 capsule of apparel and accessories is set to drop, which will be followed by several collections and activations at Grande Prix races. According to Puma, by 2025, the Harlem, New York-native will be enlisted for creative designs across product, from racewear to fanwear to fashion.“Working with brands as iconic as PUMA, and as innovative as F1, has been truly inspiring,” A$AP Rocky said in a statement. “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.” Take a look at the debut campaign below, and watch this space!