Global sports brand, PUMA has taken a strategic approach in its partnership with Formula 1 (F1), naming Harlem rapper A$AP Rocky as the Creative Director.

While he is known for his distinctive style and frequent fashion collaborations, A$AP is set to bring a unique vision to the brand, with a capsule collection set to launch at the highly anticipated Las Vegas Grand Prix in November.

According to reports, the collection is sure to merge the worlds of high-speed racing and urban culture, creating a buzz among fans, globally.

His role will extend beyond just this capsule collection. In future seasons, A$AP will have broader creative control over Puma’s multi-year licensing deal with Formula 1.