A$AP Rocky, who took home the Collaboration of the Year award with Puma at the Footwear News Achievement Awards the day before, is a native of Harlem. He and his parter gave back to his hometown in laidback, chic outfits. Rihanna wore a sweatshirt-dress with knit boots while A$AP rocked Puma sneakers with blue jeans and a leather jacket over a sweatshirt. Also at the Boys & Girls Club of Harlem were Dapper Dan, Danielle Guizio, Colm Dillane and Emory Jones.

Jones introduced A$AP Rocky before he accepted his award at the FNAAs on Wednesday. Rocky took home his FNAA on Wednesday eight years after Rihanna won the Shoe of the Year award in 2016 for the Fenty Puma Creeper.

“Honestly, this is just like one of the best accomplishments ever,” he said in his acceptance speech at the awards show held on Dec. 4 at Cipriani South Street. “You know, I was inspired. I saw my lady receive this thing almost a decade ago. Like she inspires me a lot.”

He continued, “But besides that, you know, the thought of me being with Puma and making collaborations is a gift. I mean, I didn’t even think that was really possible. And look at us now, you know what I’m saying? It was always just like, it just felt like it was something missing in the market. And it was me, I was missing.”

Fresh off their appearance at the 38th annual Footwear News Achievement Awards on Dec. 4, Rihanna and A$AP Rocky helped give back to Harlem community at a Dec. 5 event organized by Puma, a brand both artists have partnerships with.

Joined by other Puma ambassadors at the Boys & Girls Club of Harlem amid the holiday season, the couple helped distribute Puma sneakers, apparel, accessories and more items to over 200 members of the club. Whilst engaging with community of her partner’s native Harlem, Rihanna wore a cozy outfit set off by a pair of knit boots from Amina Muaddi.

The multi-hyphenate dressed up in a gray sweatshirt-dress with a mermaid-style skirt. The unique garment included a drawstring hoodie, fully leaning into the aesthetic of elevated comfort. She added another element to her ensemble with a brown fur vest, which introduced a new color and texture to the outfit. Her accessories included thickly-framed yellow-tinted sunglasses and layered gold pendant necklaces, which further amped up her glamour.

Maintaining her cozy vibe, Rihanna appeared to be wearing boots by Amina Muaddi, a designer she’s repped in the past and collaborated with through her Fenty line. The Italian-crafted Veneda Stretch boot features a ribbed knit fabric upper, with the shaft reaching up to the calf; the stretchy material hugs the leg for a sock-like fit. The shoes also feature a rounded toe and a 95 mm sculpted heel. From the luxury brand, the boot retails for $1,355.

Rihanna stepped out in a similar pair of knit sock boots from Bottega Veneta earlier this year, though those were flat shoes. When she’s dressing up in heels, she loves an Amina Muaddi shoe, among other brands. She debuted Muaddi’s new Anok Mule in September and slipped on a black version of what looked like the same silhouette in October to go with a catsuit designed by none other than A$AP Rocky.

Both A$AP Rocky and Rihanna have won Footwear News Achievement Awards for their work with Puma. A$AP Rocky won the Collaboration of the Year award with Puma at the FNAAs the day before they appeared at the Boys & Girls Club of Harlem. Back in 2016, Rihanna won the Shoe of the Year award for the Fenty Puma Creeper.

Rihanna and A$AP Rocky Have the Best Night at the 2024 Shoe Oscars PHOTOS

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Rihanna is reflecting on what it means to return to the Footwear News Achievement Awards — but this time around, in support of her partner A$AP Rocky, who received the Collaboration of the Year award alongside Puma at the Dec. 4 awards show in New York City.

The fashion mogul attended the 2016 iteration of the event, often dubbed the “Shoe Oscars,” when she was fêted with the Shoe of the Year award for the Fenty Puma Creeper. Now that it’s A$AP’s turn to be honored, Rihanna was right by his side throughout the night — laughing with him, applauding him, and even joining him and the Puma team on stage.

On the red carpet at the FNAAs on Wednesday, Rihanna told Footwear News, “I always support Rocky. It’s not new for me to be here today, but I’m just so excited for him to have this achievement and have everyone revere him in the light that he deserves.”

Rihanna continued to laud A$AP, with whom she shares two young sons, saying, “He is such a creative and he creates all day, every day, in all different ways. He loves this. This is the thing that makes him so happy. The only thing that makes him happier than this is being a father. And to see him be honored for things that he truly loves — I’m excited to be here.”

A$AP Rocky certainly got creative when it came time to design with Puma, referring to his ideas as “audacious” in his acceptance speech. The rapper joined Puma in 2023 as creative director of the brand’s F1 line. In 2024, the partnership brought about multiple boundary-pushing shoe releases, including a 3D-printed version of the Mostro silhouette.

Rihanna appeared shocked when she was reminded her own FNAA win was nearly a decade ago. “Almost a decade — girl! You just aged me.”

Considering the achievement, the superstar recognized the significance of the moment and looked ahead to how her and A$AP’s children might view it in the future: “To be here by his side and see him win this it is a full circle moment. We’re excited, and I know our kids going to be proud one day when they think we’re not cool.”

Rihanna and A$AP Rocky Have the Best Night at the 2024 Shoe Oscars PHOTOS

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It was a full circle, and emotional, moment for the couple as A$AP Rocky accepted the Collaboration of the Year Award with Puma — eight years after Rihanna stood on the FNAA stage to accept the Shoe of the Year award for her Puma Fenty Creeper.

Rihanna couldn’t have been a more supportive cheerleader during Rocky’s big night. She proudly brought his FN cover on stage when he asked the entire Puma team to join him for his big moment. And a few minutes earlier, she captured Rocky’s remarks on her cell phone from the audience. After the event wrapped, Rihanna and Rocky greeted the crowd, posing with Icon honoree Martha Stewart, Lifetime Achievement Award winner Kenneth Cole and many others.

Perhaps the night’s best photos came during the couple’s turn in FN’s portrait studio. Check out all the action from the big night at Footwearnews.com

A$AP Rocky delivered some of the best one-liners of the night as he accepted his Collaboration of the Year award for his work with Puma at the 2024 FNAAs on Wednesday.

“Yo, this is nuts,” Rocky said as he accepted his award from Emory Jones of Roc Nation. “You know, initially I just wanted to come up here and just talk a lot of sh*t, you know, about how lit and how handsome I am. How we the best. But honestly, I’m very humbled by this whole experience, honestly, and I would rather just say some shit from the heart that is genuine.”

The “Fashion Killa” rapper went on to acknowledge his partner Rihanna, who was also in the room Wednesday night. “Honestly, this is just like one of the best accomplishments ever,” he said. You know, I was inspired. I saw my lady receive this thing almost a decade ago. Like she inspires me a lot.”

“But besides that, you know, the thought of me being with Puma and making collaborations is a gift. I mean, I didn’t even think that was really possible. And look at us now, you know what I’m saying? It was always just like, it just felt like it was something missing in the market. And it was me, I was missing,” Rocky joked. “Even the brands that still haven’t paid me yet, I influence y’all whole sh*t, your whole catalog. I’m on your mood board. Talk about it.”

And in what was one of the evening’s most exciting moments, the rapper asked his whole crew – including Rihanna and Puma Group chief executive officer Arne Freundt – to join him on stage.

“I just want to take this moment out to thank the North American team at Puma, who [are] killing sh*t right now, we did that,” Rocky said on Wednesday night. “And I want y’all to come up here and accept this with me right now. Bring your asses up on stage.”

Rocky went on to acknowledge Freundt and his support in their ongoing partnership. “I want to point out how this man has transformed Puma in North America as CEO,” Rocky added. “I mean, just think about it, his influence alone, especially my journey. I think we got into this company together around the same time, roughly. And I mean, look at the change. And I just want to thank you all. Thank you for the opportunity.”

Since Rocky joined Puma late last year as the creative director for the brand’s F1 partnership, the rapper has incorporated motorsport design elements across all of his offerings. And with the rising popularity of F1 in the U.S., the timing of this buzzy partnership couldn’t be better.

In a series of releases this year, A$AP Rocky and Puma delivered multiple sell-out distressed versions of the Inhale sneaker and a highly imaginative, 3D-printed edition of the Mostro shoe. The music star’s latest collection featured night racing-inspired black and green colorways of the Inhale and Mostro yet again.

For 38 years, the annual FN Achievement Awards — often called the “Shoe Oscars” — have celebrated the style stars, best brand stories, ardent philanthropists, emerging talents and industry veterans. The 2024 event is supported by sponsors Listrak, Marc Fisher, Nordstrom and Vibram.

A$AP Rocky & Rihanna brought major couple style to the FN Achievement Awards held at Cipriani South Street in New York tonight. Tonight, Rocky received the Collaboration of the Year award alongside Puma. The couple posed for a picture with Puma’s CEO Arne Freundt ahead of the show.

The Harlem native graced the red carpet in unique dress shoes featuring glossy black leather uppers and striking square-toed detailing. Amping up the drama, Rocky aptly proved he was an authority in the fashionscape, fitted in a black leather shearling jacket in an oversized style accompanied by black sunglasses and tailored black trousers. Rocky sported a belt around his waist fixed with maximalist buckles.

Rocky gave a shout-out to Rihanna during his acceptance speech. He spoke about being inspired by her winning Shoe of the Year at the FNAA’s back in 2016 and brought her onstage along with the Puma team to accept his award. Additionally, the “Diamonds” songstress wore a white floor-length gown featuring ruching on the waist, a popped high-collared neckline and a daring slit up the front.

Speaking of Rihanna, the fashion mainstay sported a pair of white sandals that wound up her legs. Rounded open toes gave way to crisscrossing straps that stopped just beneath her knees.

The rapper teamed up with the sporting giant back in 202 when he was named creative director of its F1 line. 2024 brought about multiple exciting sneaker drops born of the partnership, including new interpretations of the Inhale and Mostro styles. With the Mostro, they ventured into the modern world of 3D shoe printing.

For 38 years, the annual FN Achievement Awards — often called the “Shoe Oscars” — have celebrated the style stars, best brand stories, ardent philanthropists, emerging talents and industry veterans. The 2024 event is supported by sponsors Listrak, Marc Fisher, Nordstrom and Vibram. 

FNAA 2024 Red Carpet Arrivals Photos, Live Updates

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It’s the biggest night in footwear. FN on Wednesday is celebrating the 38th FN Achievement Awards (FNAAs), the industry’s most-anticipated event of the year. Best known as the “Shoe Oscars,” the star-studded red carpet and awards gala recognizes footwear’s most influential names, standout moments, biggest brand stories, ardent philanthropists, emerging talents and industry veterans.

The 38th annual awards ceremony were held Dec. 4 in New York.

Read along to see a full list of winners — and some of their most notable quotes — from the biggest night in shoes.

Company of the Year: New Balance

Presenter: Gabby Thomas

New Balance couldn’t miss in 2024. Both its heritage and collaboration sneakers topped every must-have list, it scored major Olympic moments with partners like Sydney McLaughlin-Levrone and Gabby Thomas, and now, thanks to a new WNBA deal, New Balance will take a key role in one of the hottest sports leagues in America.

Quote for the event: “The teamwork that is exhibited across our company is the key reason why we are here tonight,” Preston said. “It’s a fearlessly independent mindset that we operate from being privately held that we think allows us that opportunity.”

Brand of the Year: Larroudé

Presenter: Emily DiDonato

During a time when many independent designers have closed or scaled back their businesses, Larroudé has defied the odds, racking up $30 million in sales in 2023, less than three years since its launch in 2020. Chief creative officer Marina Larroudé and her husband, chief executive officer Ricardo Larroudé, honed a successful strategy built around buzzy collaborations, product freshness and a faster DTC model.

Quote from the event: “I want to celebrate that theres a way to do things differently,” said Ricardo Larroudé, financier and business operator of Larroudé. “There is a way to do shoes yourself. If you do that, you can take care of the people who are doing the shoes for you.”

Emerging Talent Award: Philéo Landowski

Presenter: Alissia

At just 22 years old, French designer Philéo Landowski has quickly established a reputation as a go-to creative voice in footwear, collaborating with Comme des Garçons, Salomon, Adidas and many others. Additionally, his namesake unisex brand has grown over 10 seasons, now distributed in 14 countries with close to 40 doors, including Kith and Dover Street Market.

Quote from the event: “Let’s make this world a better place, one idea at a time,” said Philéo Landowski.

Brand of the Year: On

Presenter: Law Roach

The Swiss athletic brand continues its strong standing in the ultra-competitive running market, growing global sales 24 percent in the first half of this year to 1.08 billion Swiss francs (or $1.24 billion at current exchange). And its already red-hot fashion cred got an additional boost this year from its collaboration with Loewe and a new partnership with actress and style influencer Zendaya.

Hall of Fame: Dave Powers

Presenter: Jean-Luc Diard

Dave Powers retired from his role as chief executive officer of Deckers Brands in August, capping off an incredible 12-year run with the company. He joined Deckers as president of direct-to-consumer in August 2012, rising through the ranks to become CEO in 2016. Under his tenure, Deckers experienced explosive growth, led by its Ugg and Hoka businesses. For its last fiscal year, the company scored $4.3 billion in sales.

Quote from the event: “Stay hungry, stay humble and be kind,” Powers said. “And that formula works every day.”

Icon Award: Martha Stewart

Presenter: Michael Atmore

In 2024, Martha Stewart once again proved she’s unstoppable, from her starring role with Snoop Dogg at the Paris Olympics to the launch of her 100th book to her viral “Netflix” documentary. Stewart also has been expanding her partnership with Skechers. In October, she appeared on QVC to promote her new collection with the brand and regularly models the kicks on Instagram.

Quote from the event: “For me, it’s a good thing to be with a company that’s growing and expanding and becoming an important part of the footwear world,” Stewart said.

Launch of the Year: Sneex

Presenter: Amy Griffin

She already built a billion-dollar brand from the ground up. Now Spanx founder Sara Blakely is disrupting the footwear industry with her Sneex brand. The buzzed-about launch in August certainly got people talking. And the shoes gained a place on the coveted Oprah’s Favorite Things holiday list (likely with help from super fan Gayle King). Blakely’s patented design features a sneaker-stiletto hybrid (cheekily called hy-heels) that’s made in Spain and features a 78mm heel. The goal of the design is to address major pain points in a traditional high heel.  

Quote from the event: “A thing or two I love about my mom is that she cares so much about other women, she also knows what to say when you are feeling down,” Tepper Itzler, daughter of Sneex founder Sara Blakely.

Style Influencer of the Year: Angel Reese

Presenter: Tobe Nwigwe

After a successful run playing college basketball at LSU that included a national championship, Angel Reese entered the WNBA in April to tremendous fanfare. Reese has also made inroads in the world of high fashion, attending industry events like the Met Gala, the CFDA Fashion Awards, a pre-Olympics event at Fondation Louis Vuitton and the Victoria’s Secret Fashion Show. Her love of fashion has manifested itself most notably with Reebok, the athletic brand she has been aligned with since 2023, when they launched the Reebok by Angel collection in August.

Quote from the event: “I’m 22 years old, I’m still figuring life out, but this is just the beginning,” Reese said. “I’ll be having a signature shoe with Reebok coming out in 2026.”

Hall of Fame: Susan Itzkowitz

Presenter: Marc Fisher

In 2004, Susan Itzkowitz partnered with Marc Fisher to launch a new shoe venture, which has grown into a powerful player in the fashion footwear business, encompassing 14 brands, including licensed collections for Calvin Klein, Guess, Tommy Hilfiger, Hunter and others. And as a longtime board member for Two Ten Footwear Foundation, she has spearheaded efforts to increase representation and opportunities for women in the industry.  

Quote from the event: “Iv’e learned that while hard work is absolutely essential, striving for balance, however elusive it may seem, is just as important,” Itzkowitz said.

Designer of the Year: Edgardo Osorio, Aquazzura

Presenter: Nina Garcia

In an era when many independent shoe designers are facing significant challenges and have scaled back, Aquazzura founder and creative director Edgardo Osorio is forging ahead. His 12-year-old brand continues to drive growth with retail expansion in key markets. And Aquazzura has become a red-carpet mainstay, with everyone from Beyoncé and Meghan Markle to Angelina Jolie wearing the brand this year.

Quote from the event: “We might just be creating shoes, but we can make someone smile, one step at a time,” Osorio said.

Retailer of the Year: JD Sports

“Bigger is better” seems to be the approach for U.K.-based retail company JD Sports. In addition to opening 85 new stores in the first half of this year, it completed its acquisition of American chain Hibbett in July, which added 1,179 stores to the total portfolio and made North America its largest geographic market. As it works to transition Finish Line stores to JD Sports locations, the company is poised to grow its U.S. mindshare even further.

Quote from the event: “We will do $6 billion in the U.S. this year from nothing in 2018,” said JD Sports CEO Régis Schultz.

Collaboration of the Year: A$AP Rocky x Puma

Since Rocky joined Puma late last year as the creative director for the brand’s F1 partnership, the rapper has incorporated motorsport design elements across all of his offerings. In a series of releases this year, A$AP Rocky and Puma delivered multiple sell-out distressed versions of the Inhale sneaker and a highly imaginative, 3D-printed edition of the Mostro shoe.

Quote from the event: “The thought of me being with Puma and making collaboration of the year, I didn’t think that was really possible. And look at us now,” said A$AP Rocky.”

Icon Award for Social Impact: Skechers

Presenter: Brooke Burke

The company will be honored for its multi-faceted philanthropic efforts, most notably the Skechers Pier to Pier Friendship Walk, which has made an incredible impact on the lives of children with special needs and the broader public education sector over the past 16 years. In addition, Skechers has been a huge supporter of animal welfare, donating millions through the Bobs brand to help shelter pets. And, of course, there’s no bigger supporter of the Manhattan Beach community than Skechers.

Quote from the event: “We know we compete with a number of you on a large scale,” said Skechers COO David Weinberg. “We’d like to cooperate and offer anybody the opportunity to partner with us to do more to give back to the community.”

Lifetime Achievement Award: Kenneth Cole

Presenter: Donna Karan

For more than four decades, Kenneth Cole has been committed to fashion with a mission. Using his eponymous brand’s powerful platform, he has tirelessly championed numerous social justice movements, including HIV/AIDS awareness, gun control, climate change and, most recently, ending mental health stigmas. His early efforts created a model that others have since followed.

Hall of Fame: Tacey Powers

Presenter: Jamie Nordstrom

Tacey Powers joined Nordstrom in 1981, starting on the sales floor and working her way up to the executive level, where she now serves as executive vice president and general merchandise manager for shoes. In addition to overseeing the retailer’s stores in the U.S., she also has been committed to mentorship and giving back to the industry as a board member for Two Ten Footwear Foundation and Footwear Retailers and Distributors of America. 

Quote from the event: “To my Nordstrom team: I work with a group of amazing people who bring joy and their special talent to work everyday,” Powers said. “I believe we have some of the best merchants in the business.”

Person of the Year: Bjørn Gulden, Adidas

Presenter: Billie Jean King

Since rejoining Adidas in early 2023 as its chief executive officer, Bjørn Gulden has helped steer the German athletic giant through a remarkable turnaround. An inventory cleanup and new hyperlocal strategy helped improve financials faster than anyone expected. And when its “terrace shoes” exploded in popularity, the company was ready to capitalize on the demand

Quote from the event: “As I said last year when Nike was here — they’re not here this year, which is funny; It was a joke, it was a joke — I said we had a lot in the pipeline,” Gulden said. “And when you have 75 years of history, you have a lot in the pipeline. So to the people in the US, China, in Mexico and wherever, they should have the prize.”

For 38 years, the annual FN Achievement Awards — often called the “Shoe Oscars” — have celebrated the style stars, best brand stories, ardent philanthropists, emerging talents and industry veterans. The 2024 event is supported by sponsors Listrak, Marc Fisher, Nordstrom and Vibram. 

A$AP Rocky arrived to the 38th annual Footwear News Achievement Awards in an outfit that proved exactly why he’s known as a style icon and a game-changing fashion designer.

Making an entrance at Cipriani South Street on Dec. 4 for the special occasion, he wore a black leather shearling jacket, black sunglasses, black trousers and a pair of squared toe dress shoes. The rapper confirmed to FN that his look—including the leather jacket, viscose silk trousers from Pre-Spring 25 collection look 43, and his Jim loafers—was all from Bottega Veneta.

When he’s not wearing his Puma collaboration, the rapper tends to opt for boots and dress shoes styles from designers like Saint Laurent and Gucci. His partner Rihanna also attended the event, contrasting his all black look by going with a heavenly all white ensemble and strappy white sandals from Manolo Blahnik.

A$AP Rocky was on hand to receive the Collaboration of the Year award with Puma at the FNAAs. Following his partner Rihanna’s success with Puma, the rapper teamed up with the sporting giant in 2023, when he was named creative director of its F1 line. 2024 brought about multiple exciting sneaker drops born of the partnership, including new interpretations of the Inhale and Mostro styles. With the Mostro, they ventured into the modern world of 3D shoe printing.

It’s difficult to name a couple in entertainment with the same eye-catching flair for fashion as A$AP Rocky and Rihanna. They each have their own distinctive styles but also play off of each other’s preferences, often coordinating their outfits when they step out together.

For 38 years, the annual FN Achievement Awards — often called the “Shoe Oscars” — have celebrated the style stars, best brand stories, ardent philanthropists, emerging talents and industry veterans. The 2024 event is supported by sponsors Listrak, Marc Fisher, Nordstrom and Vibram. 

A$AP Rocky’s Style Through the Years

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Rihanna can be counted on to support A$AP Rocky. The superstar and style icon arrived at the 38th annual Footwear News Achievement Awards in New York on Wednesday, where her partner was honored alongside Puma, wearing white gladiator sandals from Manolo Blahnik with a show-stopping custom white gown from Alaïa.

The multi-hyphenate, who won Shoe of the Year with Puma in 2016, certainly turned heads in a stark white leather fitted dress that gathered at the waist and flowed into a skirt that elegantly fell into a rounded shape across the floor. Designed by Pieter Mulier, the dress featured a statement-making raised collar, which was accented by a multi-strand pearl choker. Additional accessories included a complex landscape of sparkling earrings while her hair was styled in a carefully coiffed updo and bangs.

The awards show is all about shoes, and Rihanna did not disappoint with her footwear. She wore a pair of strappy white sandals with slender straps criss-crossing up her ankle and calf, taking a style note from Ancient Rome. The shoes also featured two straps crossing in an X-shape across the toes while a heel elevated her look.

A$AP Rocky was on-hand to receive the Collaboration of the Year award with Puma at the FNAAs. Following his partner Rihanna’s success with Puma, the rapper teamed up with the brand in 2023, when he was named creative director of its F1 line. 2024 brought about multiple exciting sneaker drops born of the partnership, including new interpretations of the Inhale and Mostro styles. With the Mostro, they ventured into the modern world of 3D shoe printing.

It’s difficult to name a couple in entertainment with the same eye-catching flair for fashion as A$AP Rocky and Rihanna. They each have their own distinctive styles but also play off of each other’s preferences, often coordinating their outfits when they step out together.

For 38 years, the annual FN Achievement Awards — often called the “Shoe Oscars” — have celebrated the style stars, best brand stories, ardent philanthropists, emerging talents and industry veterans. The 2024 event is supported by sponsors Listrak, Marc Fisher, Nordstrom and Vibram.

FNAA 2024 Red Carpet Arrivals Photos, Live Updates

View Gallery 59 Images

On Dec. 4, A$AP Rocky and Puma will be honored with the Collaboration of the Year award at the 38th annual FN Achievement Awards. Below is an article from the magazine’s Dec. 2 print issue about the significance of this collaboration for the rapper. 

Tucked away in a corner on the third floor of Puma’s Fifth Avenue flagship store, A$AP Rocky was all smiles as he celebrated the latest drop of his tie up with the German athletic brand.

Indeed, the celebrated rapper, who had just hosted a public event at the store to fete his newest night racing-inspired capsule collection with Puma, was eager to speak with FN about the significance of his Collaboration of the Year award ahead of this year’s FNAAs.

The personal importance of this moment was felt before we even started the interview. In fact, Rocky, who just spent the last hour talking to other media outlets, went to work on creating the perfect backdrop for our discussion — having his team remerchandise the shoe wall he was posed against while taking a moment to change his clothes.

Swapping out a head-to-toe A$AP Rocky x Puma look, the “Fashion Killa” rapper stepped into a monochromatic gray designer outfit that was reminiscent of the many street style shots snapped of the star throughout the years.

“This collaboration means the world to me,” Rocky, born Rakim Athelaston Mayers, said as we settled into our conversation. “I’m really excited about this collaboration because when we first started off, it felt like we were the underdogs. We weren’t part of the overall conversation, but I think over the past two-and-a-half years, our mission and our goal was to establish that seat at the table more so than anything.”

“Now, we became that girl at prom who took her braces off and showed up looking like Sandy from ‘Grease.’ So it’s just one of those situations where I’m on my John Travolta sh*t right now and no one can compete with us,” he added with a laugh.

And Rocky isn’t wrong. His collaboration with Puma, along with a similar tie-up with Rocky’s partner Rihanna is part of the brand’s push to reenter the style conversation after several years of its competitors leading the discussion around must-have sneakers.

Jon Tang, Puma’s lead design of sportstyle footwear for ambassador, described working with Rocky on this project as a true “creative immersion.”

“We both have an affinity for pulling from the archive and nostalgia,” he said. “We both love Tim Burton. We both love ‘Nightmare Before Christmas.’ We have this very similar mindset to things. So working with him is just a natural flow of ideas. He’s like a pool of creativity and has a unique vision. But his way of looking at references and things like that is refreshing because he wants to help Puma craft different stories. And it just works.”

HIGH OCTANE DESIGN

Since Rocky joined Puma late last year as the creative director for the brand’s Formula One partnership, the music star has incorporated motorsport design elements across all of his offerings. And with the rising popularity of F1 in the U.S., the timing of this buzzy partnership couldn’t be better.

According to the “Peso” rapper, he sees his tie up with Puma as part of the plan to make F1 more inclusive. “When I used to go to races before my involvement, you wouldn’t see Black people,” he told FN. “That’s plain and simple. But after that Netflix show [“Formula 1: Drive to Survive”] and different advocates, a lot of Black people are really interested in Formula One. I plan on becoming that bridge between the sport’s wealthy Caucasian audience and the cool-ass street-racing scene and make it something significant. That’s why I’m here.”

Rocky also applauded F1 champion and fellow Puma collaborator Lewis Hamilton as being another contributor in making the sport more inclusive. “This is important because the only person to advocate for anybody of color or minorities was Lewis Hamilton, and we just needed to show there’s not much differences between us. There’s not much separation,” he said. “[Society still] really separate us as classes. But no need to get that deep, we have a cool-ass design.”

Cool design, indeed. One of Rocky’s most interesting Puma creations to-date was his take on the Mostro sneaker. Officially released in September, a version of the A$AP Rocky x Puma Mostro 3D made its first debut at the German athletic brand’s “Welcome to the Amazing Mostro Show” at New York Fashion Week in February.

The new style brought Rocky’s “Grim” vision to life through the use of Carbon Digital Light Synthesis (Carbon DLS), a resin-based 3D-printing process that reimagined the recently revived archival sneaker as an alien slip-on. Spikes of varying sizes protrude throughout the perforated shoe, with a wider honey-comb pattern used around the ankle. The thicker spiked sole leaves a cavern at midfoot, with a spray paint-like finish.

He’s also taken on Puma’s Inhale sneaker for his ongoing collaboration. Interestingly, the shoe is often seen in pre-distressed colorways — a design technique that harkens back to Rocky’s childhood.

“When I was younger, my family moved from Harlem in New York to a small town between Hershey and Harrisburg in Pennsylvania, called Rutherford,” Rocky said. “All of my friends at the time were white middle-class kids, and I was the only Black kid from the ghetto. I noticed that all my friends used to come to school and their sneakers always looked dirty. I used to wonder why that was the case. My friends later cultured me and let me know that when you got money, your shoes should look aged and outdated. You want to look like, you know, quiet luxury. If you’re a person with the same kind of taste and style as me, you’ll know it ain’t that cool to show up extra crispy and fresh.”

Rocky’s youth is a reoccurring theme in his design codes. “I take inspiration from my childhood experiences and just what I went through culturally,” he said. “I try to embed that into everything. When you manifest what you know, what you’re curious about, you embark on something new. So that’s how we start something while carrying on tradition. We do that in everything.”

FUTURE FOCUSED

The “Tailor Swif” rapper made sure to tell FN that he is just getting started.

“I feel like with every drop, we expand more creatively,” Rocky said. “We’re able to do more. We put out more silhouettes, more styles. And I’m learning from this experience. I’m learning how to be compatible with corporate America and try to get a cohesive flow. But, you know, 2025 is gonna be crazy. A lot of ideas that I was sitting on and trying to put out and produce, they’re gonna see the light of day in 2025. I’m so excited about that.”

As for what shoe style he’d like to get his hands on next, Rocky, without hesitation, said the Puma Cell sneaker. “Right now, it’s all about the Cell. The Cell series is crazy. I’m dying to get my hands on it and revise some of it.”

But until then, Rocky is thankful to be living out his dreams through his Puma collab. “We’re doing some interesting stuff together,” he said. “To be here living out my dreams and to have the world and my fans receptive to it, is all we do it for. And, you know, we attacked our competition in a way they didn’t see us coming,” he said. “That’s the best way to do it. By surprise.”

For 38 years, the annual FN Achievement Awards — often called the “Shoe Oscars” — have celebrated the style stars, best brand stories, ardent philanthropists, emerging talents and industry veterans. The 2024 event is supported by sponsors Listrak, Marc Fisher, Nordstrom and Vibram.

A Closer Look at the A$AP Rocky x Puma Mostro 3D Sneaker, PHOTOS

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