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What to remember from the explosive collaboration between A$AP Rocky and Puma in the world of F1?
At the end of 2023, A$AP Rocky was named creative director of the Puma X F1 collections, with the promise of an explosive encounter between the worlds of motorsport and streetwear fashion. As the rapper’s first collection has been unveiled at the Las Vegas Grand Prix and a new pair of sneakers has just been revealed, Numéro revisits the most impressive pieces of this collaboration.
By La rédaction.
1. A$AP Rocky x Puma, an explosive meeting in the world of Formula 1
Why are fashion and motorsport fans thrilled? The world’s third-largest sportswear brand, German label Puma, announced the start of a “long-term collaboration” with the famous rapper, creator, and American designer A$AP Rocky by the end of 2023. This explosive partnership is rooted in the universe of Formula 1 (F1), a leading discipline that has been gaining attention in the past few years…
As a key figure and icon of hip-hop culture, forming a power couple with Rihanna, A$AP Rocky has held the position of creative director both for the famous eyewear brand Ray-Ban since February 21st, 2025, and for Puma’s F1 division for almost two years. This unexpected, yet smart collaboration aims to explore the multiple intersections between motorsport and streetwear fashion. Since entering Formula 1 in 1999, the German brand has established itself as one of the official suppliers of race drivers, and of the Porsche and BMW divisions.
In 2019, for instance, it was revealed that Puma had signed a “long-term” contract with F1, becoming the exclusive partner for merchandising. In Formula 1, Puma counts among its collaborators Ferrari, Mercedes–AMG Petronas Motorsport, Aston Martin, Red Bull Racing, and Rich Energy Haas F1 Team. This strategic alliance represents an exciting evolution for the brand, which clearly seeks to extend its influence beyond the world of motor racing.
2. A$AP Rocky’s first Puma X F1 collection unveiled at the Las Vegas Grand Prix
In November 2023, the New York-born rapper opened the first chapter of his collaboration with Puma at the Las Vegas Grand Prix. Located at the corner of Fremont St & N 10th Street in Las Vegas, the PUMA X F1 pop-up store showcased a selection of pieces from the collection. Directly inspired by the automotive world, the pop-up store offered visitors the chance to customize their clothes and accessories. In addition to a long-sleeved T-shirt emblazoned with flames and colorful, sports-inspired patterns, the collection designed by A$AP Rocky introduced pieces that seemed custom-made for both the catwalk and to the paddock. For instance, a pair of denim shorts features a removable tartan apron, as a nod to the pit crew teams responsible for refueling F1 cars during races.
In order to stand out at upcoming Grand Prix events, the wardrobe created by A$AP Rocky comes with a myriad of accessories. A pair of racing gloves sits alongside a mesh cap, while a worn-out balaclava makes an appearance, as a reference to those worn by F1 drivers under their helmets.
3. A collaboration presented in several phases
The collaboration between A$AP Rocky and Puma is rolling out in several phases. In the first stage, called “in the lab,” A$AP Rocky – known to be close to several fashion designers, including Raf Simons – immersed himself in the creative process as the visual and video content director for the brand. He highlighted American automotive culture and its impact on streetwear fashion. The first video campaign (unveiled in 2023) focused on the fusion of automobiles and fashion.
With each new race, particularly at the Miami Grand Prix, his task was to design unique activations – in other words, coming up with original ideas to present the collections on the sidelines of the event. A masterstroke for Puma, as automotive gear has already been flooding the highly competitive fashion and ready-to-wear market for several years now.
May 30th, 2025, was the latest highlight. A$AP Rocky presented a brand-new Puma X F1 capsule collection in New York. The rapper introduced a brand-new silhouette, the Mostro Gabbia, a futuristic pair of sneakers with a removable cage that evokes both the innovations of the Puma Disc and the legacy of the OG Mostro sneaker. “I had the opportunity to dig into Puma’s archives and blend together the best of several shoes while adding my own lens and style,” A$AP Rocky commented.
This collection also includes T-shirts, bags, caps, belts, and denim shorts, filled with references to the technical materials used in the automotive world. In addition to this highly-anticipated release, a new campaign video directed by A$AP Rocky himself stands as yet another dazzling demonstration of his creative power…
The Puma x F1 collection by A$AP Rocky, available on puma.com.
