The Weeknd Is Following in Rihanna’s Footsteps as Puma’s New Ambassador

Puma x Weekend - Lead 2016
Photo: Courtesy Puma

The Weeknd is a Starboy indeed.

Fresh after dropping his head-bopping album Beauty Behind the Madness in 2015, The Weeknd has officially teamed up with Puma as its new “global brand ambassador” and “creative collaborator.” So what exactly does this mean? For the 26-year-old hip-hop and R&B star, there’s a busy year ahead.

The Grammy winner will first serve as the face of Puma’s upcoming Sportstyle campaign called “Run the Streets,” set to launch in November. And while posing for photographer Mark Seliger would be enough to call it a day, he’s kicking the collaboration into high gear in 2017 by releasing a line of sneakers and apparel.

In the lead image for the announcement, the too-cool star stands confidently in front of a window dressed in all-black sportswear. He also rocks his new hairstyle (which has us obsessed). On top of his work with Puma, The Weeknd is also preparing to release his latest album, Starboy, on Nov. 25.

We’re officially marking our calendars.

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