Puma has endorsed The Weeknd as its newest brand ambassador with a collaborative shoe and clothing line set to release in 2017; the athletic wear brand announced today. After releasing a new single “Starboy” off his new album last Friday and breaking the record for most streams ever, you could say the singer’s having a pretty good week.
The singer—whose real name is Abel Tesfaye—follows Rihanna, who’s held the Puma ambassador position this past year with her Fenty line. (She just showed her second collection at Paris Fashion Week on Tuesday.) His label will be named XO. Other celebs who have been the face of the brand though include Cara Delevingne and Kylie Jenner.
The Weeknd’s style is a laid-back one that consists of streetwear, dark color schemes and the occasional bomber or denim jacket. It’ll be interesting to see what he has in store for his design debut. Until then, the Toronto native will start making his mark on Puma by starring in its “Run the Streets” campaign, which was shot in his hometown by Mark Seliger. The ads release in November.
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