The Weeknd has entered the world of fashion by becoming the new global ambassador and creative collaborator of Puma.
The Grammy Award-winning artist, real name Abel Tesfaye, will create a range of sneakers and clothes in collaboration with the manufacturer. The range is a fusion of PUMA’s sporty creations and The Weeknd’s more urban aesthetic. It will be available in 2017 under the name PumaXO.
By joining the brand, The Weeknd follows in the footsteps of many celebrities such as Rihanna, who became artistic director at Puma in 2014 or even Cara Delavingne who was the star of the “Do You” campaign in September.
The Weeknd’s upcoming album will be out on the 25 November and the teaser “Starboy” in collaboration with Daft Punk has already broken records.