Puma signed Abel Tesfaye, aka The Weeknd, as its new global brand ambassador and creative collaborator.
The Academy Award-nominated, Grammy-winning artist will bring his creative lens to Puma collections. The title track from his next album, “Starboy” featuring Daft Punk, broke the record for most release weekend streams upon its release. In less than a week, the single amassed over 17 million streams globally and 6.5 million streams in the United States.
He will headline Puma’s latest Sportstyle campaign, Run The Streets, which launches in November. The campaign, which was shot in Los Angeles and Toronto by photographer Mark Seliger, will be seen in Puma stores and digital channels worldwide. The Weeknd will rep Puma’s latest Sportstyle products, including Ignite Evoknit and Ignite Limitless footwear, as well as Evo Apparel.
The partnership will also include a collaborative collection of sneakers and apparel designed by the Weeknd. The collection is a fusion of Puma’s sport-inspired designs and The Weeknd’s street-motivated aesthetics as seen in his label, XO. The collection is expected to be released in 2017.
