PUMA X F1: A$AP ROCKY GRAND PRIX

AGENCY

Team Epiphany - 2023

SKILLS

Strategy, creative direction.

SUMMARY

PUMA and Formula 1 dropped a streetwear-meets-motorsport collab, creative directed by A$AP Rocky. They needed an unveiling worthy of it.

We popped up in a Las Vegas gas station on the edge of the Strip; neon Vegas iconography meets high fashion. Collections displayed in gas pump fixtures, a transformed garage for custom patches and embroidery, live music, racing photo moments.

Rihanna showed up. 5B+ PR impressions. 75% sell-through on PUMA.com.