Puma Taps A$AP Rocky for F1 Creative Leadership

A$AP Rocky named PUMA x F1 Creative Director. Photo Credit: Ryo Sato

Move over Kanye, there's a new hip-hop shoe-fluencer in town.

Global sports brand Puma and A$AP Rocky have unveiled an exciting long-term creative partnership. Their collaboration centers on the world of motorsports, with A$AP Rocky taking on the role of Creative Director for the Puma x F1 category, emphasizing the fusion of sport and streetwear.

"Working with brands as iconic as Puma, and as innovative as F1, has been truly inspiring," noted A$AP Rocky in a release announcing the alliance. "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."

Born Rakim Athelaston Mayers, A$AP Rocky has transcended the realm of music to become a fashion icon and cultural influencer. He embarked on his musical journey as a member of the hip-hop collective A$AP Mob, a pivotal chapter in shaping his artistic identity and earning him his moniker.

A$AP Rocky's meteoric rise began in 2011 with the release of his single "Peso," which quickly garnered widespread attention and radio airplay. In 2013, his debut studio album, "Long. Live. A$AP," skyrocketed to number one on the Billboard 200 chart and achieved double platinum certification.

The collaboration kicks off with an innovative "in the lab" incubator approach, enabling A$AP Rocky to creatively explore the potential of the category. During the initial phase, he will contribute to visual and video content for the brand, providing a window into the intersection of car culture and streetwear fashion.

Later this year, Puma, in partnership with A$AP Rocky, will unveil an exclusive Puma x F1 collection. This limited-edition offering will serve as a preview of the forthcoming capsule collections scheduled for 2024, focused on high-visibility F1 races.

Come 2024, A$AP Rocky's creative vision will take center stage during multiple Grand Prix races, commencing with the Miami event. His involvement will extend to designing and curating collections, organizing race-day activations and overseeing marketing efforts.

By 2025, A$AP Rocky will engage in shaping the entire range of Puma x F1 products, encompassing racewear, fanwear and high-fashion pieces. His ongoing contributions to product design and marketing strategies aim to challenge the traditional boundaries separating sports, culture and fashion.

Maria Valdes, Puma's Chief Product Officer, expressed her enthusiasm for the partnership: "We couldn't be more excited to collaborate with A$AP Rocky. He's incredibly talented, deeply thoughtful and invested in our brand. He will showcase his vision with elevated F1 race capsules on a global scale, attracting new audiences and undoubtedly shaking up the track. In the future, he will influence the broader Puma x F1 range, continuing to drive progress at the intersection of sports and culture."

"Legendary DJ and Producer DJ Mark The 45 King Passes at 62

45 King Boiler Room DJ set (Screengrab: YouTube)

DJ Mark The 45 King, an icon in the world of hip-hop renowned for his groundbreaking work as a producer and DJ, has passed away at the age of 62. His death was confirmed by DJ Premier, who described him as an "ICON."

While the specific cause of his passing remains undisclosed, the news comes shortly after DJ Mark The 45 King celebrated his 62nd birthday on October 16, marking a somber moment in the realm of music.

Known as Mark Howard James in private life, DJ Mark The 45 King hailed from the Bronx, New York, and commenced his illustrious DJ career in the mid-1980s. He adopted the moniker "45 King" due to his unique ability to craft beats from old 45 RPM records, setting the stage for his distinctive approach to music production.

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His career trajectory saw a meteoric rise with the release of the breakbeat track "The 900 Number" in 1987, a composition that has inspired countless artists through its samples. Inextricably tied to the Flavor Unit, a renowned collective of artists, DJ Mark The 45 King lent his production talents to a lineup that included luminaries like Queen Latifah, Chill Rob G, Lakim Shabazz and Apache.

One of his most significant career milestones came in 1989 when he made pivotal contributions to Queen Latifah's album "All Hail the Queen." His production on this record is lauded by critics as some of his most exceptional work.

In 1996, DJ Kool, a go-go artist from Washington, D.C., catapulted to success with the hit song "Let Me Clear My Throat," which was set to the backdrop of DJ Mark The 45 King's "900 Number" beat. DJ Kool graciously acknowledged the 45 King as the originator of the song's iconic sound.

The pinnacle of his career arrived in 1998 when he produced "Hard Knock Life (Ghetto Anthem)" for Jay-Z, featuring the memorable chorus from the original cast album of the Broadway musical "Annie." Jay-Z himself hailed DJ Mark The 45 King as a trailblazer in hip-hop during an interview, recognizing his pivotal contributions to the genre.

DJ Mark the 45 King, real name Mark Howard James, has reportedly died at age 62.

Throughout his career, DJ Mark the 45 King produced tracks for the likes of Queen Latifah, Gang Starr, Salt-N-Pepa, Eric B. and Rakim, Common, Jay-Z and "Stan" for Eminem.

Rest in peace! pic.twitter.com/ay9BryEQX9

— SHADYVERSE / Eminem Brasil (@EminemBrasil) October 19, 2023

DJ Premier, a close collaborator and friend of DJ Mark The 45 King, shared his thoughts on the iconic producer's passing, stating, "R.I.P. DJ Mark The 45 King who passed this morning. An ICON. His 62nd Birthday was Monday. I never heard of Gang Starr until I heard DJ Red Alert play their 2nd single Produced by Mark on 98.7 Kiss in NYC while shopping my demos looking to get a record deal."

DJ Premier added, "Mark is responsible for so many classics and was a member of the Iconic Crew FLAVOR UNIT, including Queen Latifah, Latee, Chill Rob G., Lakim Shabazz, Double J, Lord Alibaski, DJ Cee Justice, Apache, Naughty By Nature, Freddie Foxxx, Markey Fresh, Rowdy Rahz, Storm P, Shakim, and many more members. His sound was unlike any other, from his heavy drums to his distinct horns on every production."

RIP DJ MARK THE 45 KING

ONE OF THE GREATEST PRODUCERS/DRUM PROGRAMMERS IVE EVER HEARD pic.twitter.com/uEW0XUuO1j

— Nicholas Craven (@NicholasCraven_) October 19, 2023

Further acknowledging DJ Mark The 45 King's impact, DJ Premier noted, "He got a huge Warner Bros. deal and remixed the Classic Madonna single 'Keep It Together' and the raw remix of Eric B. & Rakim 'I Know You Got Soul.' The '900 Number' is a Super Classic, Queen Latifah's 'Wrath Of My Madness,' 'Ladies First' with Monie Love, Chill Rob G's 'Court Is In Session,' Latee's 'Cuts Got Flavor,' the Historical Jay-Z hit 'Hard Knock Life,' and Eminem's 'Stan,' to name a few of his catalog that will forever ring bells."

Throughout his distinguished career, DJ Mark The 45 King provided beats for a multitude of celebrated artists, including Eric B. & Rakim, Salt-N-Pepa, Queen Latifah, Madonna and Eminem.

Missy Elliott Honors 'Missy Elliott Day' with $50,000 Donation to Prevent Evictions

Virginia Governor Glenn Youngkin and Portsmouth native Missy Elliott, captured during the state's recognition of Missy Elliott Day in 2022 (Photo courtesy of the Virginia Office of the Governor).

In a heartfelt homecoming celebration, hip-hop artist Missy Elliott returned to her roots in Portsmouth,
Virginia, marking the anniversary of "Missy Elliott Day" on Tuesday. During this emotional event, she pledged a generous donation of $50,000 to the Portsmouth Redevelopment and Housing Authority, reaffirming her unwavering commitment to her hometown.

Elliott's donation is aimed at providing vital support to approximately 26 families at risk of eviction who meet specific criteria. She passionately stated, "I feel like as artists, we are celebrated a lot. So instead of it being about me, I wanted it to be about the people here, my hometown."

The commemorative event also witnessed Missy Elliott's mother, Patricia Elliott, sharing touching memories of their family's financial struggles before Missy's meteoric rise in the world of R&B and hip-hop. Recalling the pouring rain and the passionate shouts of fans who chanted, "we love you," Mrs. Elliott emotionally reflected on the enduring love from their hometown. Missy Elliott reciprocated that love with this substantial donation.

Portsmouth Mayor Shannon Glover emphasized the pressing issue of eviction in the city and highlighted Missy Elliott's donation as a beacon of hope for many residents facing this challenge. Elliott, who personally understands the struggles of single mothers, said, "Especially for me, who has been in a situation like that, my mother is a single mother, that's what made it important."

Had a great day in Portsmouth honoring @MissyElliott at her alma mater Manor High School, and for the dedication of Missy Elliott Boulevard. Her groundbreaking career is an inspiration and source of immense pride for the entire Hampton Roads community. pic.twitter.com/9T1yS3DNAe

— Rep. Bobby Scott (@BobbyScott) October 17, 2022

Aside from her philanthropic endeavors, Missy Elliott's impact on her hometown was also celebrated on October 17, 2022, when Governor Glenn Youngkin officially declared it as Missy Elliott Day in the Commonwealth. The city of Portsmouth honored her by renaming McLean Street to Missy Elliott Boulevard and presenting her with the key to the city.

Missy Elliott's remarkable journey from Portsmouth to international stardom serves as an inspiring example of hometown pride and giving back to the community. With chart-topping hits like "Sock It 2 Me," "She's a Bitch," "Get Ur Freak On," "One Minute Man," "4 My People," "Gossip Folks," and "Work It," her musical legacy and impact on the music industry are significant, earning her four Grammy Awards and numerous accolades.