The Weeknd is bringing his Star power to Puma.
Hot off the release of his new single “Starboy,” the chart-topping singer has been named Global Brand Ambassador and creative collaborator for the brand.
Starting in November, The Weeknd can be seen in Puma’s “Run the Streets” campaign, shot in L.A. and Toronto by famed photographer Mark Seliger. The promo material, which features Abel’s fresh new ‘do and Puma’s Sportstyle products, will appear online and in stores.
As part of the partnership, The Weeknd has designed his own collection of sneakers and apparel, some of which can be seen in the video for “Starboy.” Due in 2017, the collection combines Puma’s sport-inspired designs with The Weeknd’s XO aesthetics.
The Toronto crooner is just the latest star to join Puma, which boasts celebrity partners including Kylie Jenner, Meek Mill, and creative director Rihanna, who revealed her second Fenty x Puma collection at Paris Fashion Week this week.
On the musical side, Abel has unleashed two tracks, “Starboy” and “False Alarm,” from his upcoming album Starboy, due Nov. 25. He is expected to perform both songs on “SNL” this weekend.