Whoever imagined the massive brand overhaul that’s happening at Puma deserves a medal (and a whole lotta cash). Just days after Rihanna‘s successful Fenty x Puma Spring 2017 show, the brand has announced Abel Tesfaye, aka The Weeknd as its latest Global Brand ambassador and creative collaborator. The Weeknd joins Kylie Jenner and brand creative director Rihanna as the new Puma squad (a squad that, btw, is on its way to rivalling Wang‘s).
“His laidback, streetwise style and swagger make him the right fit to headline PUMA’s latest Sportstyle campaign, ‘Run The Streets’ which launches in November,” states the release. “With ‘Run The Streets’, PUMA creates a campaign platform for street savvy product that’s infused with technology. The campaign speaks to true individuals who own their looks and the moment. The Weeknd embodies this attitude. Growing up in Toronto, the city has long-been his source of inspiration, and his hustle in the music industry reflects the ‘on the go’ lifestyle of the campaign.
This new partnership will also include a collaborative collection of sneakers and apparel designed by the Weeknd. The exclusive collection is a fusion of PUMA’s sport-inspired designs and The Weeknd’s street-motivated aesthetics as seen in his label, XO. Expect this range to be released in 2017.”