Puma hired A$AP Rocky as the creative director for the brand’s Formula 1 partnership. The rapper will design capsule collections for Puma x F1, the first of which will land at the Las Vegas Grand Prix on November 18.

Earlier this year, Puma announced a long-term partnership with F1, becoming the exclusive licensee and trackside retailer at all races.

The rapper will lead the creative for its F1 category, focused on merging sport and streetwear. Rocky will also oversee campaign visuals and in-person activations.

“Working with brands as iconic as Puma and as innovative as F1 has been truly inspiring,” said Rocky. “When the world sees what we’re doing, I believe a shift will happen with how brands approach taking risks and working with diverse creatives.”

“We couldn’t be more excited to be working with A$AP Rocky,” said Maria Valdes, Puma’s chief product officer. “He’s incredibly talented, deeply thoughtful and invested in our brand. He will showcase his vision with elevated F1 race capsules globally, which attract new audiences and, undoubtedly, disrupt the track. In the future, he will influence the broader Puma x F1 range and will continue to help push sport and culture forward.”

“This announcement marks an exciting milestone in our partnership with Puma,” said Oliver Boden, head of licensing and gaming at F1. “A$AP Rocky’s creativity and commitment to innovation align perfectly with F1’s vision and development in apparel. We look forward to collaborating with him to design and curate the Puma and F1 range and insert F1 into new cultural and lifestyle spaces.”

Photo courtesy Puma