The Weeknd has announced a partnership with PUMA as the brand’s Creative Collaborator and Global Brand Ambassador.
The Canadian pop star will make his first appearance for the brand in its upcoming “Run The Streets” campaign.
— The Weeknd (@theweeknd) September 29, 2016
The singer joins PUMA’s roster of celebrity partners including Rihanna, Kylie Jenner and most recently Cara Delevingne.
Fashionista recently reported on PUMA’s boost in sales thanks to their successful celebrity-driven campaigns, particularly amongst female shoppers.
The new partnership will include a collection of The Weeknd-designed shoe and clothes line called PumaXO, which drops in 2017.
The news comes days after The Weeknd released the music video to his latest single Starboy, featuring Daft Punk. His new album is due to launch on November 25.
While best known for his music, this isn’t The Weeknd’s first rodeo in the fashion game. He previously collaborated with Alexander Wang on the WangXO collection last year.