This week, it comes in the form of A$AP Rocky’s (@asaprocky) appointment as creative director of PUMA Group’s Formula 1 partnership. The German sportswear giant — which signed a landmark multi-year licensing deal to exclusively produce and sell F1 apparel, footwear and merch in May — tapped the standout American hip-hop-artist-turned-fashion tastemaker to expand its audience and capitalise on the growing intersection between streetwear and motorsports.

The first products of the partnership will come in the form of a limited edition Puma and F1 collection of accessories and apparel, set to be released at the inaugural Las Vegas Grand Prix in late November, according to Puma chief executive Arne Freundt. Teaser images show Rocky sporting a co-branded black tracksuit, racing gloves and a pair of red, orange and white Puma Inhale sneakers.

Next year, Rocky will design a series of capsule collections linked to high-profile F1 races throughout the 2024 season. He will also be tasked with curating in-person activations at each of the races, as well as managing the marketing for each release. By the 2025 season, Puma plans for Rocky to have wider creative control over the entire Puma-F1 partnership, providing creative input for the production of racewear, fanwear and more fashion-forward collections.

F1 has become a marketing goldmine for fashion brands in recent years. While Puma won the race to secure the licensing deal for official F1 apparel and merch, many other brands — such as Boss, Palm Angels and Berluti — have piled into the sport through big-ticket team partnerships.

“I’m just really glad that what was once a really traditional, conservative industry is ready to open up and explore new things, especially when it comes to fashion,” Rocky told BoF.

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