Puma has enlisted The Weeknd as model and collaborator
The singer is the latest celebrity to have a partnership with the brand
Puma is about to become the most celebrity-oriented label in the industry with the recruitment of The Weeknd as creative collaborator and ambassador. The singer joins the ranks of Puma creative director Rihanna, and ambassadors Cara Delevingne and Kylie Jenner in working with the activewear label.
The Weeknd (real name Abel Tesfaye) will star in the label's upcoming Sportstyle campaign, called Run The Streets this year, presumably as ambassador of the brand. As creative collaborator, the singer will be designing a footwear and apparel collection, to be released in 2017 and which is "a fusion of Puma's sport-inspired designs and [his] street-motivated aesthetics as seen in his label, XO."
Taking on the role of designer shouldn't be too hard for the singer, seeing as he collaborated with Alexander Wang on a capsule collection called WangXO before.