Pret-a-Reporter

The Weeknd Named Puma's New Creative Collaborator and Ambassador

Courtesy of Puma
The Weeknd for Puma

What a Starboy.

Hot off of releasing his new track, "Starboy," which debuted at No. 1 on Billboard + Twitter Top Tracks Chart, The Weeknd has another reason to celebrate: He's been signed as Puma's new creative collaborator and ambassador.

The Weeknd stars in Puma's upcoming Sportstyle campaign called "Run The Streets," launching in November. Photographed by Mark Seliger in L.A. and Toronto, the Grammy Award-winning singer reps the German brand's Sportstyle styles, including IGNITE evoKNIT and IGNITE Limitless footwear, as well as Evo Apparel.

The Puma partnership will also include a sneakers and apparel collaboration, designed by the performer. According to a release, the collection "is a fusion of Puma's sport-inspired designs and The Weeknd's street-motivated aesthetics as seen in his label, XO." Prices have yet to be revealed, but the range is expected to drop in 2017.

The Weeknd is the latest star to land a deal with the athletic giant. Just last week Cara Delevingne was named an ambassador, starring in a campaign that was directed by pal and Puma creative director Rihanna. Kylie Jenner also joined Puma's inner circle earlier this year, contrary to Kanye's remarks.

Will The Weeknd follow in the footsteps of RiRi and present his collab during fashion week? Guess we'll have to wait and see.

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