04/30/2024 | Press release | Distributed by Public on 04/30/2024 08:44
Sports company PUMA and music artist, creative, and designer A$AP Rocky have dropped their latest collection featuring footwear, apparel and accessories. A$AP Rocky's fashion knowledge, style and cultural expertise brings a new perspective to the growing global motorsport audience. A full head-to-toe collection includes the Inhale Sneaker, originally launched in the 2000's, which was hand picked by Rocky from the archive.
Rocky and PUMA continue to push the boundaries between fashion and sport by leveraging performance materials and functional elements with a distressed treatment that creates the effect of having been worn working in the garage all day.
Rocky's intention to shift how brand's approach taking risk through design is evident in this drop.
A$AP Rocky serves as a true Creative Director through all parts of his campaigns with a hands-on approach to not only the designs of the collection but all of the aesthetic elements and marketing that come with it. He actively directs, styles, scores and produces all of the materials around his releases and oversees the entire process. This attention to detail is evident in this campaign with PUMA through his mindful blending German expressionism with a vibrant and playful world to demonstrate how when we grow up we so often lose our child-like spirit and imagination. This campaign serves as a reminder to never limit your imagination or lose sight of your dreams.
"This Miami collection aims to give fans the chance to have their own race suit from the helmet down to the shoes," said A$AP Rocky. "Other sports have uniforms available for the consumer and I wanted to bring that to the F1 category. For the visuals, I wanted to demonstrate how as adults we can lose sight of the dreams and imagination that we had as kids, and really love how it all came together."
The collection is available beginning in the US at 10am EST on May 3rd on PUMA.com, as well as retailers globally including Nubian, SSENSE, SLAMJAM, SNS, Foot Patrol, Shinzo and CNCPTS Miami Flagship Store.
A$AP Rocky and PUMA will also be selling the collection race weekend in Miami on Saturday, May 4th at a pop-up activation with CNCPTS from 4-10PM at 2129 NW 1ST CT in Wynwood.In addition, CNCPTS will host an exclusive in-store activation the evening of May 3rd in the Miami Design District in partnership with PUMA and A$AP Rocky.