Puma names The Weeknd as new creative collaborator

London - Sportswear brand Puma has named Abel Tesfaye a.k.a. The Weeknd as it latest celebrity global ambassador and new creative collaborator.

The Grammy-winning artist, will release a collection of sneakers and apparel that will be a “fusion of Puma’s sport-inspired designs and The Weeknd’s street-motivated aesthetics as seen in his label, XO”, said the sportswear brand.

The collection is expected to launch in 2017 and will sit under the name Puma x XO.

The design collaboration comes as the musician stars in Puma’s latest Sportstyle campaign, ‘Run the Streets”, which will launch this November, and will see him sporting Puma’s latest Sportstyle products, including Ignite evoKnit and Ignite Limitless footwear as well as Evo Apparel pieces.

The Weeknd is the latest in a number of high-profile stars to front the sportswear brand, in 2014, Rihanna was named creative director and introduced her Fenty x Puma fashion line during Paris Fashion Week, and earlier this year reality starlet Kylie Jenner was named as the brand’s face of its ‘Do You’ campaign.

Image: courtesy of Puma