PUMA has announced a new category rooted in the motorsport business, along with its new creative director, after the brand’s new partnership with Formula 1. A$AP Rocky, renowned for his creativity and successes in the music business, will now focus on intersecting motorsport and streetwear. The partnership will develop bespoke capsules by the musician, influencing the brand’s seasonal design directions for the future.

Earlier this year, PUMA announced a long-term partnership with F1, becoming the exclusive licensee and trackside retailer at all races. A$AP Rocky’s fashion knowledge, style, and cultural expertise will bring a new perspective to the already growing F1 audience. For the remainder of the year, Rocky will be immersed in the visuals and video content process for the brand. For his first campaign, which he’s been working on behind the scenes as creative director and producer, Rocky explores American car culture and its impact on streetwear and fashion.

Later this year, Rocky will drop a limited PUMA x F1 collection that will provide a sneak peek into a series of capsule collections in 2024 surrounding high-visibility F1 races. “Working with brands as iconic as PUMA, and as innovative as F1, has been truly inspiring,” says Rocky in a statement. “When the world sees what we are doing, I believe a shift will happen with how brands approach taking risks and working with diverse creatives.”

In 2024, Rocky will creatively focus on several Grand Prix races, beginning with Miami in May. The collections, all designed by him, will curate activations at each of the races, while he serves as the creative director for all marketing efforts surrounding them. By 2025, Rocky plans on producing everything from racewear to fan wear to fashion. PUMA, F1, and Rocky are eager to expand their audience by bridging the sport with fashion.

“In the future,” says PUMA’s Chief Product Officer Maria Valdes, “he will influence the broader PUMA x F1 range and will continue to help push sport and culture forward.”