When hip-hop culture collides with car culture, you can bet the result is going to be something unforgettable. That’s exactly what happened when A$AP Rocky teamed up with Electronic Arts and his creative agency, AWGE, to design a one-of-a-kind Mercedes for the highly anticipated video game Need for Speed Unbound.
The game, which officially launched at the end of November, has been generating major buzz—not just for its gameplay, but also for the way it blends music, street art, and automotive style. At the center of it all is Rocky’s customized Mercedes 190E, a car that’s just as much an artistic statement as it is a piece of gaming history.
Let’s break down the story behind this build and explore what makes it such a standout addition to Need for Speed Unbound.
1. The Ride: A Classic Mercedes With a Modern Twist
At its core, A$AP Rocky’s car is a Mercedes-Benz 190E saloon, a model loved by enthusiasts for its timeless design and racing pedigree. But this isn’t your typical 190E—it’s been reimagined from the ground up.
The car features a DTM-inspired body kit, a bold mid-split paint job, and aggressive modifications that scream performance and individuality. In short, it’s not just a car—it’s a character that feels larger than life, both in-game and on the street.
2. The Personal Touch: Messages Written Across the Car
One of the first things you’ll notice about the vehicle are the powerful inscriptions on its sides. On one side, you’ll see the phrase:
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“Always $trive and Pro$per” – a nod to Rocky’s mantra and the very meaning behind his rap name, A$AP.
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“If Not Now Then When” – a reminder to chase opportunities in the moment.
These words aren’t just decoration; they’re affirmations of Rocky’s philosophy and creative vision, making the car feel deeply personal.
3. The Bold Front End: A Statement of Its Own
The front of the Mercedes is impossible to ignore. It features:
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A gold grille that radiates luxury and confidence.
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Headlights with X-shaped tape, evoking an underground racing vibe.
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Futuristic green underglow lighting, giving the car an edgy, cyberpunk aesthetic.
This mix of old-school craftsmanship and futuristic flair shows how the car bridges two worlds: the classic roots of automotive culture and the modern energy of gaming and hip-hop.
4. AWGE’s Creative Stamp Is Everywhere
Behind every bold project, there’s a team making sure the vision comes to life. For Rocky, that’s AWGE, his creative collective and agency.
AWGE handled the branding for Need for Speed Unbound and left their mark all over the Mercedes build. From the mid-split paint scheme to the TESTING motifs on the antennae, AWGE ensured that the car wasn’t just another custom job—it’s a rolling piece of art.
This is a prime example of how Rocky uses his platform to blend music, fashion, art, and now gaming into one cohesive cultural experience.
5. Wheels That Demand Attention
Car enthusiasts will notice another highlight: the deep-dish BBS rear wheels. These wheels aren’t just about style—they’re a classic symbol of performance tuning and motorsport heritage.
By pairing BBS wheels with an aggressively reworked body, the car perfectly captures the spirit of customization that Need for Speed has always celebrated.
6. A Behind-the-Scenes Look at the Build
Ryan Stewart, a member of the Speedhunters collective who worked closely on the project, recently shared some insight into what went into this ambitious build.
In his words:
“We’ve kept super quiet about this project, but now we can show you the result. It’s a fully functional, driving, larger-than-life character. Every panel is altered, all four arches are tubbed and there’s some wonderful, old-school craftsmanship in it. Some great friendships have been forged along the way too, which is what car life is all about.”
That’s the beauty of this collaboration—it’s not just a digital concept car. It’s a real, fully functional machine brought to life by skilled hands, blending gaming fantasy with real-world passion.
7. More Than a Car—It’s Culture on Wheels
A$AP Rocky’s involvement in Need for Speed Unbound goes far beyond lending his music or image. He’s embedded in the game’s DNA, representing a lifestyle where hip-hop, art, and car culture merge seamlessly.
This partnership shows how games like Need for Speed are no longer just about racing—they’re about storytelling, identity, and self-expression. And Rocky’s Mercedes 190E is the perfect symbol of that evolution.
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Why This Matters for Gamers and Car Enthusiasts
So, why is everyone talking about this car? Here’s the big picture:
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For gamers: It adds a unique, story-driven element to Need for Speed Unbound, making gameplay feel more personal and immersive.
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For car lovers: It’s a reminder of what can happen when passion meets craftsmanship. The 190E is already legendary, but Rocky’s version turns it into something iconic.
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For culture: It proves once again that gaming is one of the most powerful stages for cultural crossovers in music, fashion, and lifestyle.
How to See It for Yourself
If you want to explore Rocky’s Mercedes up close, you’ve got options:
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In-game: Dive into Need for Speed Unbound and experience the car in its digital glory.
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Online: Visit the official game platforms and Speedhunters, where behind-the-scenes stories and photos showcase the real-life build.
Whether you’re playing the game or admiring the craftsmanship online, this car is bound to leave a lasting impression.
Final Thoughts
A$AP Rocky’s collaboration with Need for Speed Unbound isn’t just another celebrity tie-in. It’s a creative fusion of music, culture, and cars that raises the bar for what’s possible in gaming partnerships.
The Mercedes 190E he helped design is more than just a mode of transportation—it’s a bold statement about identity, ambition, and the art of customization. From the gold grille to the inspiring inscriptions on its sides, every detail tells a story.
For fans of gaming, hip-hop, or automotive culture, this is one project you won’t want to miss.
