A$AP Rocky named creative director for Puma x F1 partnership

A$AP Rocky‘s fashion ventures continue via a creative partnership with Puma. The rapper has been named the creative director for Puma’s new deal with Formula 1, which sees the sneaker brand take over as the exclusive licensee and trackside retailer at all F1 races. He will focus on the intersection of sports and fashion, designing capsules and creating content for the brands.

For his first campaign, Rocky will explore America’s car culture and its impact on streetwear and fashion. Other projects include an extremely limited PUMA x F1 collection, which drops later this year, as well as activations, merch and marketing for several Grand Prix collections.

According to a press release, Rocky’s taking “an incubator-style approach … to begin creative exploration for where he can take the category” and hopes to “fully immerse himself into the holistic product creative designs for all of the PUMA x F1 product spanning from racewear to fanwear to fashion” by 2025. He’ll also be hands on with marketing “to bring disruption to the category via innovative product design and marketing concepts.”

“Working with brands as iconic as PUMA, and as innovative as F1, has been truly inspiring,” Rocky said in a statement. “When the world sees what [we’re] doing, I believe a shift will happen with how [brands] approach taking risks and working with diverse creatives.”