Puma recruits the Weeknd for fashion collaboration

The Weeknd is making a move on the fashion industry with a new gig as Puma's newest Global Brand ambassador and creative collaborator.

The Grammy-winning musician, whose real name is Abel Tesfaye, is set to release a sneaker and clothing collection with the sportswear giant. The line is being tipped as "a fusion of Puma's sport-inspired designs and The Weeknd's street-motivated aesthetics," and will launch commercially in 2017 under the name Puma x XO.

It is in many ways a natural progression of the R&B singer's relationship with the brand, following his starring role in its latest Sportstyle campaign, ‘Run The Streets', which will launch this November and in which he sports the Ignite evoKnit and Ignite Limitless footwear as well as Evo Apparel pieces.

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In joining the label, The Weeknd has become the latest in a long line of high-profile stars to inject their own brand of streetwear cool into the sportswear classic. At the top of the list is Rihanna, who was given the title of ‘Creative Director' at the brand in 2014 and whose coveted Fenty x Puma fashion line has brought it well and truly back into the spotlight. Media star Kylie Jenner was also recruited by Puma to star in its April 2016 ‘Fierce' campaign, while supermodel Cara Delevingne was unveiled as the star of its ‘Do You' campaign earlier this month.

‎It is a busy time for The Weeknd, whose upcoming album is set to launch November 25 and whose latest track "Starboy," which featured Daft Punk, broke the record for ‘Most Release Weekend Streams Ever' upon its release earlier this month.