The athletic label announced today that the Grammy-winning artist is now a global brand ambassador and creative collaborator.
According to the brand, The Weeknd’s laidback and streetwise style makes him the ideal partner to promote the latest Puma Sportstyle campaign, dubbed “Run The Streets,” which is set to launch in November. Puma said the campaign was shot in L.A. and Toronto by photographer Mark Seliger, and will be showcased in Puma stores and across its digital platforms globally.
As part of the partnership, The Weeknd will push some of Puma’s Sportsyle products such as the Ignite Evoknit and Ignite Limitless silhouettes, as well as its Evo apparel.
Aside from wearing the latest Sportstyle products, the musician will also have his own designed collection of sneakers and apparel, a line Puma states is “a fusion of Puma’s sport-inspired designs and The Weeknd’s street-motivated aesthetics as seen in his label, XO.” The collection will arrive in stores in 2017.
The Weeknd was spotted in Puma kicks in his latest music video for his album’s title track, “Starboy,” featuring Daft Punk.