{"id":69151,"date":"2023-11-25T12:38:21","date_gmt":"2023-11-25T12:38:21","guid":{"rendered":"https:\/\/hotcelebon.com\/?p=69151"},"modified":"2023-11-25T12:38:21","modified_gmt":"2023-11-25T12:38:21","slug":"aap-rocky-wants-to-press-the-reset-button-for-puma-and-formula-1","status":"publish","type":"post","link":"https:\/\/hotcelebon.com\/entertainment\/aap-rocky-wants-to-press-the-reset-button-for-puma-and-formula-1\/","title":{"rendered":"A$AP Rocky Wants to \u201cPress the Reset Button\u201d for PUMA and Formula 1"},"content":{"rendered":"<p>\u201cLadies, excuse my French,\u201d A$AP Rocky preps an intimate group of editors inside Las Vegas\u2019 Venetian Hotel, where he\u2019s just about to dish on his goal as the newly-appointed creative director for PUMA\u2019s Formula 1 partnership. \u201cI just want to let [my] nuts hang for a little bit,\u201d he laughs. In a less explicit translation, Rocky\u2019s objective, at the helm of both a multi-billion dollar sportswear brand and the world\u2019s most prestigious motor-racing competition, is to prove his abilities as a designer, and in his words, \u201cchange the game for fashion and [motorsports].\u201d<\/p>\n<p>Flacko\u2019s appointment was announced in October, several months after <span><brand-ticker :stock='{\"latestPrice\":54.24,\"companyName\":\"PUMA SE\",\"changePercent\":0.025330815,\"change\":1.3400002}' 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avatar='https:\/\/i0.wp.com\/s3.store.hypebeast.com\/media\/wiki\/fixtures\/brand\/PUMA.jpeg\">PUMA<\/brand-ticker><\/span> revealed that it had signed on as the official licensing partner and exclusive trackside retailer for Formula 1 in May. Formally, Rocky is responsible for developing \u201cbespoke capsules\u201d to influence the brand\u2019s future seasonal design directions. His inaugural, extremely limited drop launched at the Formula 1 Las Vegas Grand Prix over the weekend, lifting the veil on what to expect in 2024, when he will conceptualize collections for several Grand Prix races beginning in Miami, and later, in 2025, when he plans to put out full-size collections of racewear, fanwear and pure fashion pieces.<\/p>\n<p><span><span><\/span><\/span><img decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2023%2F11%2Fasap-rocky-puma-formula-1-creative-director-interview-las-vegas-grand-prix-2.jpg\"><\/p>\n<p><span><\/span><span>Puma\/Jojo Korsh\/Bfa.com<\/span><\/p>\n<p>In the design process, Rocky\u2019s agenda is clear: \u201cI want to press the reset button,\u201d he says. \u201cI want to show the alliance [between PUMA and Formula 1], and I want to show the strength of that.\u201d He flexes this muscle by carefully intertwining notes of performance sportswear with classic streetwear shapes: in his debut collection, baggy jeans are modified with embedded knee pads and adjustable velcro straps; long-sleeve shirts, housing airbrushed illustrations of flames and tire marks, feature attached gloves, and balaclavas, referencing those worn by Formula 1 drivers under their helmets, appear artfully distressed. It\u2019s this clever categorical fusion that makes Rocky\u2019s designs feel new to the racing-style genre, but it\u2019s his impulse to center street culture on the Formula 1 stage that truly \u201cresets\u201d the conversation surrounding motorsports and fashion.<\/p>\n<p>\u201cCar culture has always been prevalent in hip-hop. It has always been a part of me,\u201d says Rocky. Growing up in Harlem, he was not exposed to Formula 1\u2019s multi-million dollar racetracks, nor was he afforded the luxury to get behind a racecar&#8217;s wheels; instead, he viewed flamboyant cars, and the status associated with them, as an integral component of his neighborhood\u2019s \u201clifestyle.\u201d \u201cTeenagers, rappers, the street guys \u2014 they would drop money on vintage BMWs and different glamorous, flashy cars,\u201d he says. \u201cI remember seeing a Ferrari that some drug dealer bought back in the day. It was in the middle of the ghetto, and it looked like a centerpiece, like an exhibition.\u201d<span><span>1 of 2<\/span><span><\/span><\/span><img decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2023%2F11%2Fasap-rocky-puma-formula-1-creative-director-interview-las-vegas-grand-prix-5.jpg\"><\/p>\n<p><span><\/span><span>Puma<\/span><span><span>2 of 2<\/span><span><\/span><\/span><img decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2023%2F11%2Fasap-rocky-puma-formula-1-creative-director-interview-las-vegas-grand-prix-3.jpg\"><\/p>\n<p><span><\/span><span>Puma<\/span><\/p>\n<p>Cars, like custom iced-out jewelry, oftentimes form an intrinsic piece of a rapper\u2019s identity. In the mainstream auto space \u2014 particularly in arenas like Formula 1, where there is a significant lack of diversity \u2014 Rocky points out that street culture\u2019s presence is noticeably insufficient. \u201cI don&#8217;t see the hip-hop side of car culture glorified or displayed,\u201d he says. \u201cI want to make it more prevalent in this role. I would like to see a lot more of that, what I grew up on.\u201d<\/p>\n<p>While Rocky has only put out one capsule thus far, it\u2019s evident that he looks to accomplish this goal by leaning heavily into hip-hop\u2019s streetwear codes \u2014 bold graphics, oversized silhouettes and vivid color stories \u2014 and by more closely aligning the brand\u2019s visuals and video content with those of the rap genre. \u201cThis [type of fashion-motorsports partnership] hasn&#8217;t been done like this before,\u201d he says. \u201cSo we can really disrupt it.\u201d<\/p>\n<p>He calls the collaboration \u201cplayful,\u201d but he\u2019s extremely conscious of avoiding anything too kitschy. \u201cIf somebody\u2019s too tacky in my presence, I\u2019ve just got to turn away,\u201d he explains. For Rocky, the creative ideas come naturally, but it\u2019s articulating his vision that sometimes poses a challenge. \u201cIt\u2019s because I have a weird way of processing things,\u201d he says. \u201c[The design team] looks at me like I\u2019m crazy, but they\u2019re receptive.\u201d<span><span>1 of 2<\/span><span><\/span><\/span><img decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2023%2F11%2Fasap-rocky-puma-formula-1-creative-director-interview-las-vegas-grand-prix-4.jpg\"><\/p>\n<p><span><\/span><span>Puma<\/span><span><span>2 of 2<\/span><span><\/span><\/span><img decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2023%2F11%2Fasap-rocky-puma-formula-1-creative-director-interview-las-vegas-grand-prix-6.jpg\"><\/p>\n<p><span><\/span><span>Puma<\/span><\/p>\n<p>Looking to 2024, Rocky\u2019s PUMA x Formula 1 creations will travel from race to race, with collections inspired by their launch locations and rooted in the rapper\u2019s own experiences. While he looks to platform \u201cstreet culture\u201d alongside the world\u2019s most-revered racing tracks, he\u2019s also conscious of keeping prices at a respectable level. \u201cThis isn&#8217;t too high-end,\u201d he says. \u201cWe\u2019re trying to figure out how to make elevated, premium designs that are still affordable and accessible to everybody.\u201d For reference, the distressed hats, racing gloves and balaclavas that comprised his first release ranged from $60 USD to $80 USD in price.<\/p>\n<p>There was a discernible absence of footwear in Rocky\u2019s first collection (and considering his powerhouse partner Rihanna is already reaping the benefits of her own FENTY x PUMA collab, a signature Flacko sneaker only feels right); however, when asked if he would expand into the category, he wasn\u2019t shy about teasing what\u2019s to come: \u201cI\u2019m very excited to [work on shoes with PUMA],\u201d he confirmed. And as for the future of the partnership at large, Rocky offers three foreshadowing letters: \u201cF. U. N.\u201d<br \/>\nSource: <a href=\"https:\/\/hypebeast.com\/2023\/11\/asap-rocky-puma-formula-1-creative-director-interview-las-vegas-grand-prix\" target=\"_blank\" rel=\"noopener\">Read Full Article<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u201cLadies, excuse my French,\u201d A$AP Rocky preps an intimate group of editors inside Las Vegas\u2019 Venetian Hotel, where he\u2019s just about to dish on his goal as the newly-appointed creative director for PUMA\u2019s Formula 1 partnership. \u201cI just want to let [my] nuts hang for a little bit,\u201d he laughs. In a less explicit translation, Rocky\u2019s objective, at the helm [&#8230;]<\/p>\n","protected":false},"author":2,"featured_media":69150,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>A$AP Rocky Wants to \u201cPress the Reset Button\u201d for PUMA and Formula 1 - Hotcelebon.com<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hotcelebon.com\/entertainment\/aap-rocky-wants-to-press-the-reset-button-for-puma-and-formula-1\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A$AP Rocky Wants to \u201cPress the Reset Button\u201d for PUMA and Formula 1 - Hotcelebon.com\" \/>\n<meta property=\"og:description\" content=\"\u201cLadies, excuse my French,\u201d A$AP Rocky preps an intimate group of editors inside Las Vegas\u2019 Venetian Hotel, where he\u2019s just about to dish on his goal as the newly-appointed creative director for PUMA\u2019s Formula 1 partnership. \u201cI just want to let [my] nuts hang for a little bit,\u201d he laughs. 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