Puma Keeps It In the Family

Following Puma’s signing of an exclusive licensing deal to produce and sell Formula 1 merchandise starting this May, they have appointed hit American rapper, A$AP Rocky as the creative director to lead the charge of the new partnership.

The collaboration will be yet another fusing of fashion and sports, with plans for multiple collections to be dropped, the first as early as this November. Late this November at the Las Vegas Grand Prix, the first products of the partnership will be released. The collection is set to include Puma x F1 accessories and apparel including a potential track suit, racing gloves and sneakers, all featuring co-branding labels. Rocky was shown sporting these items in the most recent teaser for the collection.

In addition to the drop this winter, Rocky is set to design a capsule collection series throughout the 2024 racing season. At each major race, Rocky will host in-person activations to accompany a collection drop. With Puma’s F1 partnership accounting for a majority of their revenue, adding A$AP Rocky as the partnership’s leader only ensures further success.

Chief executive at Puma, Arne Freundt, told reporters that “Rocky is, in my view, one of the greatest cultural forces of our time — his influence goes far beyond music.” Rocky is certainly no stranger to fashion, with previous collaborations with Dior, JW Anderson, Guess and more.

Rocky seems to be taking the new position with excitement and passion based on his recent conversations with reporters. In an interview with the Business of Fashion, Rocky said “these are some key silhouettes I’ve been starting out with, trialling different designs and techniques. I’m focused on seamlessly blending in these classic streetwear looks without it feeling forced or tacky.”

Fruendt said that at Puma, “We’re very serious about elevating our brand, and these partners are very strong testimonials of our ambition. It’s all about pushing the boundaries of sport through a fashion lens.” Puma has certainly continued to push boundaries in the fashion world and will continue to do so with A$AP Rocky as another fearless leader.

Keep your eyes peeled for the first collection of the partnership to drop this November, the weekend of the Las Vegas Grand Prix – November 16-18.

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