Puma Hires A$AP Rocky as Creative Director of Formula 1 Partnership
The acclaimed rapper and frequent fashion collaborator will design a capsule collection to be released at the Las Vegas Grand Prix in November. In future seasons, he will have wider creative control over the brand’s multi-year licensing deal with F1.
A new owner, media-friendly strategy and an upcoming Brad Pitt film have helped catapult Formula One into the cultural spotlight. For brands, there are untapped opportunities in the sport – “like a Super Bowl every weekend”.
NBA stars and footballers are increasingly leaning on a network of powerful style consultants to help them shape their personal brands away from their day jobs, laying the groundwork for lucrative brand deals.