PUMA SIGNS THE WEEKND AS THEIR NEW CREATIVE COLLABORATOR AND AMBASSADOR
Abel Tesfaye a.k.a. The Weeknd has partnered with PUMA as a new Global Brand ambassador and creative collaborator. The Academy Award nominated, Grammy-winning artist, lyrical genius, and style icon will bring his unique creative lens to PUMA collections.
His laidback, streetwise style and swagger make him the right fit to headline PUMA’s latest Sportstyle campaign, ‘Run The Streets’ which launches in November. The campaign, which was shot in LA 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.
With ‘Run The Streets’, PUMA creates a campaign platform for street savvy product that’s infused with technology. The campaign speaks to true individuals who own their looks and the moment. The Weeknd embodies this attitude. Growing up in Toronto, the city has long-been his source of inspiration, and his hustle in the music industry reflects the ‘on the go’ lifestyle of the campaign.
This new partnership will also include a collaborative collection of sneakers and apparel designed by the Weeknd. The exclusive collection is a fusion of PUMA’s sport-inspired designs and The Weeknd’s street-motivated aesthetics as seen in his label, XO. Expect this range to be released in 2017.