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The Weeknd x PUMA - LEAD
Credit: Larry Busacca/Getty

The Weeknd is on a roll. The singer's Puma campaign launched today, just as news broke that he would take the place of David Beckham as the face of H&M's upcoming menswear collection, according to Bloomberg. Not only is his fashion career taking off, but Victoria's Secret also recently named him as one of the three performers at this year's VS Fashion Show, and his latest album Starboy is set to drop later this month.

The Weeknd x PUMA - Embed
Credit: PUMA/Twitter

In Puma's new "Run the Streets" campaign, The Weeknd (aka Abel Tesfaye) models the brand's latest shoe design, the Ignite evoKnit sneaker, and he looks so good. The new images, captured by photographer Mark Seliger, present gear that combines athletic performance with street-ready presentation.

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As for his latest collab with H&M: Not much has been revealed, though the one-off Spring Icons Selected by The Weeknd collection will feature a selection of his favorite items.

We imagine his girlfriend, model Bella Hadid, is super proud of her man—we just hope the duo doesn't get too competitive with their fashion exploits. They'll both take to the runway (in different ways) at the 2016 Victoria's Secret Fashion Show, which airs Dec. 5 at 10 p.m. ET on CBS.