Rihana's fiancé, A$AP Rocky, steps into creative director role at Puma

A$AP Rocky will serve as creative director for a partnership between Puma and Formula 1, which will be focusing on the intersection of the sport and streetwear, according to a press release by Puma.

Rocky, as the partnership’s creative director, will use an incubator-style approach to begin creative exploration. He will have an impact on the brand’s visual and video content for the remainder of the year.

His first campaign will look at the influence of American car culture on streetwear and fashion. Later this year, he’ll release an exclusive Puma x F1 apparel and accessories line, which will serve as a preview of a series of capsule collections based on high-visibility F1 events that will be released next year.

Grand Prix races will be his new creative focal point in 2024, starting in Miami. The 35-year-old father of two has created these collections in collaboration with the Puma and Formula One teams, and he will curate activations at each of the races while serving as the creative director for all of the marketing efforts surrounding these collections.

He plans to completely dedicate himself to the holistic product creative design for all Puma x F1 products by 2025, including racewear, fanwear, and fashion.

“Working with brands as iconic as Puma and as innovative as F1 has been truly inspiring,” Rocky said in a press 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.”

Earlier this year, Puma announced its long-term partnership with Formula One, which grants the sportswear company the rights to license and sell products on the trackside at all races.

Maria Valdes, Puma’s chief product officer, expressed, “We couldn’t be more excited to be working with A$AP Rocky. He’s incredibly talented, deeply thoughtful, and invested in our brand. He will showcase his vision with elevated F1 race capsules globally, which attract new audiences and undoubtedly disrupt the track. In the future, he will influence the broader Puma x F1 range and will continue to help push sport and culture forward.”

The head of licensing and gaming at F1, Oliver Boden, also remarked, “This announcement marks an exciting milestone in our partnership with PUMA. A$AP Rocky’s creativity and commitment to innovation aligns perfectly with F1’s vision and development in apparel. We look forward to collaborating with him to design and curate the PUMA and F1 range and insert F1 into new cultural and lifestyle spaces.”