Earlier this year, Puma announced a long-term partnership with Formula 1 which will see the German sportswear giant oversee exclusive footwear, apparel, and accessories on and off the track. Today, American rapper A$AP Rocky has been announced as the creative director of PUMA’s collaboration, continuing this fashion/music crossover we’re seeing lately, including Pharrell’s takeover at Louis Vuitton and Future taking the reigns at Lanvin, while Rocky’s partner Rihanna was Puma’s creative director all the way back in 2014 and continues to work with the brand via her label Fenty.

Following years of experience within the world of F1, Puma’s decision to appoint A$AP Rocky at the helm comes at a time when the fusion of streetwear and sport is at an all-time high. Rocky’s first limited edition collection will debut at the Las Vegas Grand Prix in November of this year, providing a sneak peek into what we can expect from the rapper’s ongoing partnership. His debut campaign for the brand (below) “explores car culture in America and the impact it has on streetwear and fashion.”

Speaking on his new appointment, Rocky said; “Working with brands as iconic as Puma, and as innovative as F1, has been truly inspiring. When the world sees what we’re doing, I believe a shift will happen with how brands approach taking risks and working with diverse creatives.”