
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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In the active arena, ranges designed for sports lifestyle will continue to outperform those made for optimisation (GlobalData, 2025). However, to buck this trend and generate more...