The German athletic brand’s F1 partnership head comes out of left field.
In an effort to showcase its commitment to its partnership with Formula 1 and bring in a new style perspective to the sport, Puma
“A$AP Rocky’s creativity and commitment to innovation aligns perfectly with F1’s vision and development in apparel,” Formula 1 Head of Licensing and Gaming Oliver Boden said. “We look forward to collaborating with him to design and curate the PUMA and F1 range and insert F1 into new cultural and lifestyle spaces.”
“Working with brands as iconic as Puma, and as innovative as F1, has been truly inspiring,” said A$AP Rocky in a statement. “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.”
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