Music Industry Moves: Puma Taps A$AP Rocky as Creative Director for Formula 1 Partnership
Thania Garcia Sports company Puma has tapped A$AP Rocky as its new creative director “for the category with a focus on the intersection of the sport and streetwear,” according to a press release announcing the long-term partnership between the fashion brand and rapper. Rocky will work on Puma’s new collaboration with Formula 1, developing capsules designed by him that will influence the brand’s seasonal design directions moving forward. For the remainder of this year, Rocky will design visuals and video content for the brand, starting with his first campaign that explores car culture in America and the impact it has on streetwear and fashion.