
Published 24 October 2023
Via a multi-year licensing deal between Puma and Formula 1, the American rapper will design apparel, footwear and accessories – as well as oversee campaigns and race-side activations – that will impact fans and athletes alike. An early confirmation of our 2024 Look Ahead, the partnership is the latest to combine sports and fashion with celebrity star power.



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Music is becoming a key area of focus for Gen Z fashion, with headphones and tech accessories marking exciting evolutions of the customisation and personalisation boom, while band tees infiltrate sports fandoms in a big way. Elsewhere, active cohorts discover new aesthetics of interest, and major commercial IPs and...