A$AP Rocky Named Creative Director for PUMA x F1 Partnership
Originally published: 23 October 2023 | Updated: September 2026
PUMA and A$AP Rocky joined forces in 2023 for a long-term creative partnership that placed the artist, designer and creative at the centre of PUMA’s growing relationship with Formula 1.
As Creative Director for the PUMA x F1 category, Rocky was tasked with exploring the space where motorsport, streetwear, fashion and car culture intersect. His role included developing bespoke product capsules, shaping creative concepts and contributing to marketing campaigns around selected Formula 1 races.
The partnership came after PUMA announced a long-term agreement with F1, under which the sportswear company became the sport’s exclusive licensing partner and trackside retailer. Rocky’s involvement was designed to push that relationship beyond traditional motorsport merchandise and into broader fashion and youth culture.
A$AP Rocky Brings Streetwear Into Formula 1
Rocky’s creative direction was initially introduced through an incubator-style concept called “In the Lab,” giving him space to experiment with product, visuals and storytelling before expanding his role across the wider PUMA x F1 category.
For the remainder of 2023, Rocky was expected to influence campaign visuals and video content, while also working behind the scenes as a creative director and producer.
His first creative project explored American car culture and its influence on streetwear and fashion, establishing the cultural direction for the partnership.
A limited PUMA x F1 collection was also planned for late 2023, followed by a series of capsule collections around major Formula 1 races in 2024.
Miami Became a Key Part of the Collaboration
In 2024, Rocky was set to focus on several Grand Prix events, beginning with the Miami Grand Prix. The planned collections were developed by Rocky alongside the PUMA and F1 teams, with the artist also expected to curate activations and contribute to marketing around the releases.
The partnership represented a broader attempt to connect Formula 1 with audiences outside traditional motorsport culture.
“Working with brands as iconic as PUMA, and as innovative as F1, has been truly inspiring,” Rocky said when the partnership was announced. He added that he wanted the collaboration to challenge how brands approached risk-taking and creative partnerships.
PUMA Chief Product Officer Maria Valdes said Rocky would bring his creative perspective to elevated F1 race capsules while helping the brand reach new audiences.
F1 Head of Licensing and Gaming Oliver Boden similarly described the partnership as an opportunity to introduce F1 to new cultural and lifestyle spaces.
A New Direction for PUMA x F1
The partnership was planned as a multi-year creative programme, with Rocky expected to become increasingly involved in the design of PUMA x F1 products — spanning racewear, fanwear and fashion.
At the time of the announcement, PUMA, F1 and Rocky positioned the collaboration as a way to bring motorsport and street culture closer together, using fashion, product design, activations and creative storytelling to expand the cultural reach of Formula 1.
The collaboration is part of the wider evolution of F1‘s relationship with fashion and streetwear, as motorsport continues to influence contemporary culture beyond the racetrack.
Original announcement: PUMA, 23 October 2023.
PUMA Men’s Formula 1 Graphic T-Shirt
Bring some Formula 1 energy into your everyday rotation with the PUMA Men’s Formula 1 Graphic T-Shirt, a casual racing-inspired piece that works beyond the track.
The shirt is made from 100% cotton and features a relaxed fit designed for everyday comfort and easy movement. Its crew-neck construction and understated PUMA branding make it an easy option for pairing with jeans, cargos, track pants or your favourite sneakers.
The PUMA x Formula 1 design gives the classic T-shirt a motorsport edge without making it feel like dedicated racewear, making it suitable for casual streetwear looks, race weekends or everyday wear.
Key details:
- PUMA x Formula 1 design
- 100% cotton
- Relaxed fit
- Crew neck
- Machine washable
- Available in multiple sizes
- Grey colourway shown
- Suitable for casual and everyday wear
At the time of checking, Amazon listed the shirt at approximately ZAR 725.54, with shipping and import charges to South Africa shown separately. Prices, availability, sizes and delivery costs can change.
Check the latest price and availability on Amazon:
PUMA Men’s Formula 1 Graphic T-Shirt on Amazon
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