Puma introduced the long-term partnership with the “Style Killa” on their web site on Monday, Oct. 23, and mentioned that Rocky’s data of hip-hop tradition and vogue will assist the corporate “discover the influence that streetwear and vogue can play past the monitor.”
“I really feel just like the followers don’t have sufficient of a connection to their favourite drivers,” Rocky informed Advanced. “I need the followers to have the ability to put on the identical garments they see on the monitor of their every day lives. That is solely the start.”
“Working with manufacturers as iconic as PUMA, and as modern as F1, has been really inspiring,” he continued. “When the world sees what we’re doing, I imagine a shift will occur with how manufacturers method taking dangers and dealing with numerous creatives.”
The “Reward The Lord” rapper will instantly get to work with the branding utilizing the remainder of 2023 to work on “influence visuals and video content material” for Puma. 2024 will see him doing cultural activations and advertising and marketing content material for upcoming Grand Prix races. And 2025 will see him proceed with advertising and marketing campaigns whereas additionally pitching in on product designs for the Puma x F1 assortment.
“We couldn’t be extra excited to be working with A$AP Rocky,” mentioned Maria Valdes, PUMA’s chief product officer. “He’s extremely gifted, deeply considerate and invested in our model. He’ll showcase his imaginative and prescient with elevated F1 race capsules globally which are a magnet for new audiences and undoutably disrupt the monitor. Sooner or later, he’ll affect the broader PUMA x F1 vary and can proceed to assist push sport and tradition ahead.”
A while in 2024. Fairly Boy Flacko will drop a restricted Puma x F1 assortment that may give followers a sneak peek of future capsule assortment in reference to main F1 races.
Rocky has precedence expertise within the artistic director lane as he’s beforehand held the title for the now defunct MTV Labs and visitor inventive director at PacSun.
