Coinciding with the announcement of his new album and single, Starboy, The Weeknd has officially been named the new Global Brand Ambassador and Creative Collaborator for Puma. Starting this November, The Weeknd will be seen in Puma’s “Run the Streets” campaign both digitally and in-stores. The chart-topping singer will be modeling/promoting the brand’s sportstyle products.

As part of this new partnership, The Weeknd has also designed his own collection of sneakers and apparel for Puma, which he debuted in the new music video for his hit-single Starboy. Due in 2017, the collection combines Puma’s sport-inspired designs with The Weeknd’s “XO” aesthetics.

The Weeknd is the latest star who has recently partnered with Puma, joining the likes of Kylie Jenner, Meek Mill and Rihanna. The brand has definitely tired to leverage celebrity marketing/endorsements in order to continue to compete in the shoe and apparel space with giants like Nike, Adidas and Under Armour. It will be interesting to see how much attention/growth a partnership with a superstar like The Weeknd will bring to the brand. Will you be buying items from this new line of apparel/shoes?