A$AP Rocky Declares He’s One Of “Few People Who Control The Culture”
A$AP asserted he is among the few people controlling the culture. During an interview with HighSnobiety, the Harlemite opened up about his impact on Black culture and the zeitgeist. He insisted that he is “at the forefront” of the movement. Rocky also stated that it is “rare” to amass a following dedicated to him for over a decade.
“Still to this day, to have that type of following, influence, control, and that power is magical and rare,” he told the outlet. “I think while I’m still here, I got a duty to aspire to inspire… There’s really only a few people who control the culture and when I tell you that I’m at the forefront, believe dat!”
Elsewhere in the interview, the “Peso” rapper spoke about his laundry list of partnerships. The father of two detailed them as his way of diversifying and staying consistent in an industry that is “ever-evolving.” “The industry is always evolving, and changes give opportunities to different ideas. I think it is important to try to embrace the newness and the ever-changing world.” Rocky also added that his newest brand deal with Puma X F1 was an attempt to “shake the room up a bit.”
And it seems that Puma and Formula 1 agree with the “Fashion Killa. In October, A$AP was named creative director in PUMA and Formula 1’s partnership. A press release revealed the artist’s new role and detailed that the superstar will focus “on several Grands Prix, beginning in Miami in 2024.” Rihanna’s baby daddy designed the PUMA x F1 collection items in tandem with teams from both companies. The “RIOT” entertainer will drop an “extremely limited” PUMA x F1 collection in late 2023.
As creative director, Rocky will be tasked with “[curating] activations at each of the races” and spearheading “marketing efforts surrounding these collections.” By 2025, PUMA anticipates that the rapper will become “fully immersed into the holistic product creative designs for all of the PUMA x F1 product spanning from racewear to fanwear to fashion.”
A$AP Rocky for PUMA x Formula 1 pic.twitter.com/AChbypbvFt
— highsnobiety (@highsnobiety) October 23, 2023
PUMA’s Chief Product Officer, Maria Valdes, also talked about Rocky’s involvement. “We couldn’t be more excited to be working with A$AP Rocky. He’s incredibly talented, deeply thoughtful and invested in our brand,” she said. “He will showcase his vision with elevated F1 race capsules globally which attract new audiences and undoubtedly disrupt the track. In the future, he will influence the broader PUMA x F1 range and will continue to help push sport and culture forward.”
F1’s Oliver Boden, Head of Licensing and Gaming, explained that Rocky’s fashion acumen was “perfect” for Forumla 1’s future. “This announcement marks an exciting milestone in our partnership with PUMA,” Boden said. “A$AP Rocky’s creativity and commitment to innovation aligns perfectly with F1’s vision and development in apparel. “We look forward to collaborating with him to design and curate the PUMA and F1 range and insert F1 into new cultural and lifestyle spaces.”
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