The Formula 1 of today is nothing like its traditional, conservative, and exclusive self. The Formula 1 of today is inclusive, broad-minded and far-sighted. In fact, with the massive rise in popularity, the sport had to evolve, and it is evolving rapidly. For the longest time, fashion in F1 meant Lewis Hamilton. The Brit is still the trailblazer for self-expression in the form of fashion in the sport. However, thanks to the changing scenarios in the world of F1 now, there is a lot happening on the fashion front. In fact, the latest news will fill you, the fans, with excitement and also refresh your memory of Lewis Hamilton’s dating history.

We know connecting Hamilton’s dating history to fashion in F1 does not make sense, but bear with us. We will explain exactly how the two are related, and it’s all to do with the rising popularity of F1 across the globe, especially in America, which has made the sport and certain fixtures a goldmine.

How is the Lewis Hamilton dating Rihanna rumor re-appearing in the world of F1?

Cashing in on this F1 goldmine in Sin City, Las Vegas, is Rihanna‘s baby daddy and boyfriend A$AP Rocky. The American hip-hop artist has been appointed as the creative director of PUMA Group’s partnership with the marketing goldmine of Formula 1. The partnership will see Rocky creatively oversee the production of all F1 merch under the PUMA brand which will be launching at the upcoming Las Vegas GP. Seeing this update, the fans will again be reminded of the time Hamilton and Rocky’s girlfriend Rihanna were linked as a couple back in the day.

With the Mercedes man’s rich dating history, who can blame them? Although, the two always maintained the image of their relationship and still claim to be good friends who enjoy each other’s company, platonically. Regardless, no one can stop the fans from letting their minds wander and conjuring up theories.

Read More: Lewis Hamilton Shows His Support to Pop Icon and Mother-to-Be Rihanna After Internet Comeback

However, let’s step away from the rumor mill and talk facts for a second.

Overlook at PUMA’s multi-year exclusive F1 deal headed by ASAP Rocky

The German sports and lifestyle apparel brand recently cracked into the highly lucrative world of F1 with an exclusive multi-year license to produce and sell all F1 merchandise. PUMA turned to the award-winning hip-hop artist turned fashion tastemaker A$AP Rocky for their creative inspiration.

Rocky will become increasingly involved in PUMA’s efforts to tap into the massive F1 market with this deal which will start making waves from the Las Vegas GP. Rocky was more than happy to become part of this deal and the world of F1 as his statement to the media reflected the same.

“I’m just really glad that what was once a really traditional, conservative industry is ready to open up and explore new things, especially when it comes to fashion,” said the hip-hop artist.

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The entire world is lining up to become a part of the circus, and A$AP Rocky is just the latest addition. Are you excited about this rapid change and rise in the popularity of F1?