A$AP Rocky and Rihanna Dominate Las Vegas Race Weekend with Their Puma x F1 Pop-Up
The evening of November 17th, dirt motorcycles sped ahead of a black SUV through the Fremont East District of Las Vegas. Rocky, adorned in a sweatsuit modeled after the coveralls of an F1 driver and a red fabric headgear designed to resemble a racing helmet, exhilarrated the assemblage of attendees at a pop-up establishment that was observing his inaugural Puma x F1 apparel collection by leaning against the window.
The moment the vehicle vanished into a fenced-in parking lot, chaos ensued. ASAP Rocky emerged from the gated area after a few moments had passed to mingle with the audience and pose with the various models whose Puma x F1 capsule fragments were strewn across the pavement. As if the anticipation of the audience weren’t high enough, Rihanna promptly appeared to lend her support to her business companion’s latest undertaking. The location to be during the inaugural Las Vegas Grand Prix celebrations was a service station situated on the periphery of the Las Vegas strip, amid the bustling city. The ASAP Rocky era began with a flourish when he joined Puma.
ASAP Rocky expressed his utmost satisfaction with the outcome in a sit-down interview with Complex later that evening. “The entire execution, I am absolutely ecstatic.”
ASAP For the pop-up, Rocky and Puma renovated an abandoned service station. Gas station kiosks underwent a redesign to function as exhibition spaces for pre-distressed balaclavas and airbrushed long-sleeve T-shirts. Additionally, two garages were renovated. One was transformed into a photo area with mountains of tires and quads for posing. The other was a customization station where exclusive racing insignia could be embroidered onto select items such as denim and canvas bags. Additionally, the area was adorned with conventional neon signage that advertised Rocky’s collaboration with Puma for F1.
An confidential discussion regarding the objectives of ASAP Rocky’s Puma x F1 partnership was held earlier in the afternoon between ASAP Rocky and Puma Chief Product Officer Maria Valdes. The discussion was moderated by Minya Oh and attended by a select group of editors.
ASAP Rocky asserts, “I believe automobile culture has întotdeauna existed in hip-hop.” “It is not evident that [car culture] exalts or prominently showcases the urban or hip-hop realms.” “My objective is to increase its profusion.”
This goes beyond a collaboration between a well-known performer and a brand to endorse apparel bearing their nаme. Rocky has reportedly been extremely involved from day one, per Valdes.
“The extent of his investigation prior to that initial encounter was truly remarkable. “He was naming various figures from the annals of motorsports while loading YouTube videos,” explains Valdes. “Ideas are constantly exchanged.” That is something that I believe is crucial to occur. It is not a partnership in any other way. The extended time we spent attempting to comprehend one another is, in my opinion, the majesty of this situation.
Despite the fact that Rocky’s Puma x F1 capsule collection trends more towards athleisure, design elements still pay homage to the traditional F1 uniform. Anken knee padding incorporated into athletic pants or vibrant racing mittens may stimulate the interest of an ardent racing enthusiast. Attaining that equilibrium while avoiding the appearance of a rushed rip-off of Formula One presented its own unique set of obstacles.
ASAP Rocky explains, “The most challenging aspect was communicating [my creative] to anyone other than myself and my mind, due to the peculiar way in which I process information.” “These capsules are logical, in my opinion, because they present an alternative viewpoint. This does not go overly high. Even though it has a comparatively juvenile feel, you probably won’t feel too foolish donning a few of the pieces if you’re in your mid-30s or 40s. It allows individuals the opportunity to cultivate their preferences or progress alongside you.
ASAP Rocky asserts that this inaugural capsule collection in collaboration with Puma signifies only the onset of their groundbreaking alliance. There is considerably more to anticipate.
“The button in question is the reset button.” “This is the updated form,” ASAP Rocky declares. “Please pardon my French, but I intend to vent my frustrations at Puma.”