Grammy-winning R&B singer The Weeknd is the latest star to team up with Puma as a new global brand ambassador and creative collaborator, the brand announced Thursday.
The Weeknd will be headlining Puma’s latest Sportstyle campaign, titled Run the Streets, which launches this November. The campaign, shot in LA and Toronto by photographer Mark Seliger, is set to span Puma stores and digital channels worldwide.
The collaboration includes a collection of sneakers and apparel designed by the singer. The exclusive line is a combination of Puma’s sport-inspired designs and the Weeknd’s street-style vibe as seen in his label, XO. Growing up in Toronto, he often found the city his inspiration, serving as a guide for his style and ultimately leading him to this new role with Puma.
The Weeknd will wear the latest Sportstyle products in the campaign, including Ignite, evoKnit and Ignite Limitless footwear, as well as Evo Apparel. The collaboration will be released in 2017.