
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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The A/W 26 fashion season drew to a close in Paris, where we saw a melting pot of diverse looks, from confirmation of the season’s new mood for a more classic approach to wardrobing, through to inspirational upcycling targeted at the more junior market – all delivering powerful messages for the season...