Seems like A$AP Rocky is following in his ‘lady’ Rihanna’s footsteps, as he just scored a top new job at Puma. The Fashion Killa has landed the role of creative director of the sportswear behemoth’s Formula 1 arm, and will head up the blossoming partnership between the two businesses.
While Rocky has long had close ties with fashion, rocking established designers like Rick Owens, Gucci, and Balenciaga, alongside rising stars like Gerrit Jacob, Hatti Crowther, and Chopova Lowena – and even dipped his toe into designing alongside Jonathan Anderson – his qualifications when it comes to Formula 1 are less clear, but we would imagine he has at one point or another been in a car, so should be fine?
Right now, according to Puma, Rocky is “in the lab” cooking up a plan as to where to take the Puma x F1 partnership, and later this year will start churning out visuals, campaigns, and video content “to bring a new perspective to the growing F1 audience”.
Closing out 2023 will be a Rocky-designed capsule collection made up of clothes and accessories, and seemingly, Puma has got everything else figured out, too. Plans for 2024 include Rocky creative directing a number of Gran Prix races starting in Miami, while in 2025[!] he will “fully immerse himself in into the holistic product creative designs for all of the Puma F1 product, spanning from racewear to fanwear to fashion’.
In other words: full Formula 1 domination – don’t be surprised to see him front and centre on the track at this rate.