The Weeknd for Puma
Abel Tesfaye joins Riri as a Global Brand ambassador.

Almost a year after Alexander Wang’s collaboration with The Weeknd dropped, today it has been announced that Abel Tesfaye is making moves on Riri territory, signing up as a Global Brand ambassador and creative collaborator for Puma.

Set to make his debut in November’s Run The Streets campaign – shot in LA and his native Toronto, lensed by photographer Mark Seliger – the campaign marries technology with a more street appropriate aesthetic (read: apparel pieces like the IGNITE evoKNIT as well as examples from the IGNITE Limitless footwear line-up).

Elsewhere collaborative clothing and sneakers are rumoured to arrive in 2017, again loosely employing aesthetics alike The Weeknd’s own XO label and Puma’s sports associated handwriting.

That Rihanna made her debut on the Paris Fashion Week schedule last night – presenting her second full Fenty x Puma collection, feat. Puma decked fans ‘n all – suggests nothing but XL sized plans for this latest round.


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