Abel Tesfaye a.k.a. The Weeknd has partnered with PUMA as a new Global Brand ambassador and creative collaborator. 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. 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.

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