Following the announcement last month that The Weeknd is the latest celebrity to sign on with Puma, the Grammy-winning singer has debuted in his first ad campaign for the athletic brand.
The “Run the Streets” campaign features The Weeknd wearing the Puma Ignite Evoknit in white, part of the Sportstyle collection that also includes the Ignite Limitless silhouette and apparel and accessories.
The campaign was shot in The Weeknd’s hometown of Toronto, as well as Los Angeles, and is geared toward those who are the “boldest on their block, live life at full speed, and always infuse every move with attitude.”
Puma’s Evoknit combines running technology with streetwear design. The shoe has a fully knit upper, a supporting strap and a branded collared sleeve. The midsole includes Puma’s Ignite responsive foam material. In addition to the white colorway worn by The Weeknd, the shoes are also offered in gray and olive.
The Ignite Limitless, which The Weeknd wore in his “Starboy” music video to tease his Puma partnership, is also a running shoe-street shoe hybrid.
The collection featured in the “Run the Streets” campaign will be available on Nov. 10 on Puma.com and in Puma stores and select global retailers.