In early 2023, PUMA entered into a long-term partnership with Formula 1 (F1), becoming the exclusive licensee and official on-track retailer for all races. Furthermore, the collaboration with A$AP Rocky laid the foundation for exploring the synergy between the world of sport and streetwear style.

A$AP Rocky, an influential figure in music and fashion, will assume the position of creative director for the PUMA x F1 category. This strategic appointment will allow him to focus on the intersection between the world of sport and streetwear style, opening the door to new ideas and design concepts. Rocky will lead the development of exclusive collections designed by him, which will impact the brand's seasonal design directions in the future.

The first campaign, led behind the scenes by A$AP Rocky as creative director and producer, explores the influence of car culture in America on fashion and streetwear style. A preview of this collaboration will be unveiled through a highly limited PUMA x F1 clothing and accessories collection, setting the stage for a series of capsule collections in 2024 focused on high-visibility Formula 1 racing.

In 2024, A$AP Rocky will intensify its involvement in motor racing, focusing on several Grand Prix stages, beginning in Miami. The collections, developed in collaboration with PUMA and Formula 1 teams, will be presented and promoted directly by Rocky. The rapper will act as creative director for all marketing initiatives related to these collections, bringing his vision to the world of motor racing.

The collaboration already includes A$AP Rocky's involvement in holistic creative projects for all PUMA x F1 products in 2025, from racewear to fanwear and beyond. His continued presence in marketing aims to revolutionise the category through innovative product design and marketing concepts.