Puma is on a roll with its celebrity partnerships. Aside from its popular "Fenty by Rihanna" collaboration, and along with the signing of brand ambassadors Kylie Jenner and Cara Delevigne this year, the German sportswear company has now enlisted The Weeknd to front their latest "Run the Streets" campaign.
In addition to starring in the campaign, The Weeknd will also be designing a clothing collection for Puma in 2017 dubbed PumaXO. In the past, the singer has collaborated with Alexander Wang and launched his own XO imprint. Puma is looking to make its mark on the fashion landscape in a big way, and this latest signing is just the tip of the iceberg.