The Weeknd is officially back in action. The singer revealed the artwork and title for his forthcoming album, “Starboy,” and released the lead single of the same name last week. Today, The Weeknd debuted the official video for “Starboy.”
In the music video, directed by Grant Singer, The Weeknd’s past is seemingly being destroyed — along with his signature hairstyle. He is most noticeably rocking a much shorter haircut, and in between the dark hues of light, Puma sneakers are spotted.
The unidentifiable Puma style appears to feature an all-black upper and a lateral Puma logo, which begs the question: Would The Weeknd be a strong ambassador for the athletic brand?
If he did become a Puma representative, he’d join the current wave of ambassadors, which includes model Cara Delevingne, reality star Kylie Jenner, Snapchat personality YesJulz and the brand’s women’s creative director, Rihanna. For Puma’s fall ’16 Suede campaign, the company spoke about putting the spotlight on “a young roster of tastemakers currently making waves in the music and entertainment arena.” The Weeknd’s new album is set to drop on Nov. 25, and his single is already on Billboard’s Hot 100 chart, so in his case, making waves may be an understatement.
Puma has focused much of its attention on the women’s market, and it could be time for the label to focus its efforts on a prominent male force.
The Weeknd isn’t a stranger to the fashion world, either. In November, Alexander Wang and The Weeknd collaborated on a capsule collection called WANGXO. The line was co-designed by Wang and The Weeknd’s XO brand. High-top black and white sneakers were featured in the collection, which The Weeknd was seen wearing during his Beauty Behind the Madness Tour.
Other ambassadors aligned with Puma include rappers Meek Mill, Young Thug and Rae Sremmurd, Jamaican sprinter Usain Bolt and golf pro Rickie Fowler.
Watch the music video for “Starboy” below, and check out The Weeknd on the season premiere of “Saturday Night Live,” airing this weekend.
Updated: The Weeknd has announced his official partnership with Puma, which will include a PumaXO shoe and clothing line set for 2017.