PUMA X F1: A$AP ROCKY GRAND PRIX

AGENCY

Team Epiphany - 2023

SKILLS

Strategy, creative direction, experiential ideation.

SUMMARY

Puma and Formula 1 came together to release a collaborative line which saw the worlds of streetwear and motorsport intertwine. They tapped rapper A$AP Rocky to creative direct the collection then came to us to create an artistic unveiling event in Las Vegas during the Grand Prix weekend.

To match A$AP Rocky’s experimental, edgy and fine art sensibilities, we developed a concept store which would pop up on the edges of the Strip in a gas station, marrying together classic neon Vegas iconography with streetwear fashion aesthetics.

Along with motorsport spectacles, live music and ample racing photo moments, guests had the opportunity to shop the collection-- which was showcased in gas pump displays-- and enter one of the transformed garages to customize their pieces with exclusive racing patches and embroidery.

TOPLINE RESULTS:

  • 5B+ PR digital + social impressions

  • 75% sell thru on PUMA.com

  • Global broadcast visibility 

  • 100+ custom content pieces involving Rocky over the course of the past month

  • Surprise appearance by Rihanna in support of A$AP Rocky pop-up event