CAMERON TRAYLOR / CONTRIBUTOR

When you imagine the world of Formula 1 (F1) racing you might imagine aerodynamics, checkered flags and glorious victories. You imagine the sound of engines roaring and cars flying past racegoers in the crowd. However, there comes a new creative visionary entering the race, this time racing toward a different goal. This one lasts longer than 305 kms (109 miles), perhaps a race that will live on forever. 

American rapper Rakim Athelaston Mayers, known professionally as A$AP Rocky, recently scored the title of Creative Director for F1 x Puma:  the sportswear brand’s newest collaboration with F1. Both F1 and Puma have been working hand in hand since May 2023, when the companies announced their exclusive innovative partnership. This exclusive ship gave Puma the ability to design and create F1 apparel, accessories and fanwear. Founded in 1948, Puma is one of the world’s largest sportswear brands. The German multinational brand is working alongside F1, the elite international automobile racing series that’s been around since 1950.

Puma announced that A$AP Rocky would lead the creative production of the apparel, emphasizing the blending of streetwear and sports through clothing, accessories and more. Rocky is also in charge of visuals, in-person activations and overseeing future campaigns as the F1 audience continues to grow.

Statements revealed that A$AP Rocky will work alongside F1 x Puma, with 2025 being the year he will fully be in control of all race worn items and ready to wear items for fans to snag. However, “Flacko” isn’t the only celebrity to have striking collaborations with Puma. His significant other, singer-songwriter and Fenty business owner Rihanna, is a Barbados native known for collaborating with Puma on several ideas such as the Puma x Fenty line, consisting of inclusive sportswear. 

Matthew Saffari, USD sophomore was thrilled by the news.

“I’m excited about A$AP Rocky becoming the Creative Director in partnership with Puma x F1,” Saffari said. “I think his unique talent will make the sport and the Puma brand more interesting in a fashion sense. Both A$AP Rocky and his wife Rihanna have a creative mind that is beyond incredible, it’s so unique and rare especially in today’s day and age.”

A$AP Rocky told Puma in an interview, “working with brands as iconic as PUMA, and as innovative as F1, has been truly inspiring. When the world sees what we’re doing, I believe a shift will happen with how brand’s approach taking risks and working with diverse creatives.” 

Rocky’s first capsule will be released on Nov. 18, 2023, at the star-studded Las Vegas Grand Prix F1 Race. Rocky is known for his creative vision, artistic pull and trendsetting style, as well as several appearances in the fashion world. From collaboration projects with brands like Dior, Guess, Under Armour and even releasing his own line, A World Gone Evil (AWGE) — which has gained positive recognition — it’s evident that the “Praise The Lord” rapper can produce unique and appealing clothes to several different audiences. 

Lyla Kim, USD Senior agreed with Rocky’s ability to bring together a combination of various crowds:

“Knowing who A$AP is I’m really excited to see how the collaboration turns out because I think it brings together many different niches that I would never expect together but it makes so much sense,” Kim said. “I think Puma made a great decision in choosing A$AP to lead this collection because he is always thinking outside of the box and is creating new iconic trends. I’m excited to see how everything will turn out and for all the new dope posters I can hang up from the pictures that will be taken at F1.”

Rocky has also gained global praise and recognition outside of the U.S. in places like Japan and Europe. Along with being the creative brain behind campaigns, Rocky’s also been on the other side of the camera. The rapper was also a model for the Dior Homme 16-17 winter campaign.

USD senior, Jackson Lambros was impressed by the announcement: 

“I think Rocky’s a solid choice, he’s always big on cars, and was actually just a major part of Need For Speed’s latest game. I think he can really help Puma bring out the right vibes of the sport,” Lambros said. “But I think it goes to show just how dang far this sport has come in the past few years. Circuit of the Americas’ owners were considering selling the track due to low attendance and after DTS, the track has had sellout after sellout. Tell me five years ago A$AP Rocky is getting paid by F1, and I would’ve told you to pinch me.”

A$AP Rocky being crowned the Creative Director of Puma x F1 creates a new horizon for two different worlds while commencing a new race. The world of racing and the world of fashion mixed together through the vision of  Rocky will excite fans, whether it’s die-hard F1 racing fans or other creatives interested in what A$AP Rocky is cooking on and off the track.