Puma looking to win over F1 fans in the U.S. with new deals

Puma is aiming to increase its longstanding history in motorsports by “pulling out all of the stops” to win over F1 fans in the U.S., according to Peter Verry of FOOTWEAR NEWS. Last month, Puma “entered into a long-term creative partnership” with rapper A$AP Rocky that saw him assume the role of creative director for the brand's F1 partnership. In May, Puma announced it had entered into a deal with F1 that makes the brand the footwear supplier at F1 races. Puma VP/Marketing Allison Giorgio said, "For the remainder of this year, he’ll have an impact on visuals and video content for the brand, including his just announced debut capsule collection with Puma and F1." Giorgio said the rapper has been "working behind the scenes as both creative director and producer, explores car culture in America and the impact it has on streetwear and fashion" (FOOTWEAR NEWS, 11/18).

A$AP Rocky x Puma x F1

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