Puma has named rapper A$AP Rocky as creative director for its Puma x Formula 1 partnership, with a capsule collection set to debut at the end of the year.

This goes beyond a single collection. And through an official statement, Puma makes it clear that its creative partnership with A$AP Rocky is a long-term relationship. And it goes beyond just sports, but seeks to position the line in urban fashion.

The main work will be to develop and design bespoke capsules for its new partnership with Puma and F1, both in Puma x F1 clothing and accessories “extremely limited” by the end of 2023. For the following year, the collection will provide a “teaser” around to high visibility F1 racing.

Since the beginning of the relationship between Puma and F1 that occurred last May, the brand has exclusivity in designing and producing clothing, footwear and accessories of the F1 brand.

María Valdés, Product Director at Puma, commented on the appointment: “We couldn’t be more excited to be working with A$AP Rocky. He is incredibly talented, deeply thoughtful, and committed to our brand.

Let us remember that Rocky’s current partner, the talented Rihanna, is already a creative director for the brand in another of its lines and has also been an ambassador, so now we can see that behind each woman, or rather next to her, there must also be a man who keeps up with him.