TGIF, it is a wonderful day, and I am ignoring the rest of the news of the world to focus on this: The Weeknd has been named Puma’s newest global ambassador. And, on top of being the face of the the brand’s new apparel and tech-focused Sportstyle line, will also be designing a line of sneakers and athletic wear we’ll get to see next year.
The Weeknd made the announcement himself via Twitter.
” The Weeknd (@theweeknd) September 29, 2016
The campaign was shot by Mark Seliger in LA and Toronto, and as per a release, the singer’s shoes will “be a fusion of Puma’s sport-inspired designs and The Weeknd’s street-motivated aesthetics as seen on his [own] label, XO.”
Also, at the same time, The Weeknd dropped the second single off his forthcoming album, Starboy (called “False Alarm”), which chases the first single the album is named after. (Starboy — the album — comes out in November.) And understandably, Puma is supportive AF.
“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,” read a release.
So between this and the number of tear-away pants we’ve been seeing this season, the nineties are here and they’re great, and I will live and die by stretchy pants and not a single one of you can change my mind.