PUMA and A$AP Rocky Rev Up Streetwear and Motorsports

Puma and A$AP Rocky join forces to unveil their latest collaboration in a daring new campaign directed by Dreambear’s SHAPXO and Co-Directed by A$AP Rocky. Driven by the rapper and fashion icon’s vision of showcasing the collection, the campaign blends cutting-edge streetwear with adrenaline-fueled motorsports from motocross to racing cars and beyond.

“This collaboration with A$AP Rocky for his Puma campaign was one of the most unexpected and exciting experiences of my career,” shares SHAPXO. “It all started with a late-night message from AWGE, and from there everything unfolded quickly. Rocky’s vision was deeply collaborative—he was open, and thoughtful, and gave hands-on feedback as Co-Director. The energy on-set was electric, and his trust in the team made it an unforgettable journey of passion and unity.”

“The entire team brought this vision to life within a week-long production effort, overseeing every element of the video production and still photography campaigns,” explains Dreambear EP David Gelb. “Dreambear was tasked with crafting complex digital doubles wearing the Puma collection, making it as much an artistic feat as it was a technical one. The spot featured indoor bike stunts, intricate visual effects, and original music composition. Collaborators such as DP Nikita Kuzmenko and Make-up Artist Eve Litus added an extra layer of artistry to the campaign.”

“It’s been incredible to witness how collaborative, thoughtful, and specific to detail SHAPXO is as a Director,” expresses Dreambear Co-Founder/EP, Evan Brown. “As a leader on-set, he is considerate of his team and inclusion is of utmost importance. It’s only the beginning for this next-generational talent.”