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30 September 2016

The Weeknd's PUMAxXO collection combines the esthetics of sports and streets

Currently, 'Starboy' by The Weeknd featuring the French electronic duo Daft Punk is breaking the charts. 'Starboy' is the title track of The Weeknd's upcoming album which will be released on 25 November. Yesterday, Puma sent some statistics about the success of the track: "In less than a week, the single amassed over 17 million streams globally and 6.5 million streams in the United States, becoming #1 Most Added at Top 40, Rhythm, Urban, and Hot AC." Two days ago on 28 September, the accompanying video was posted on TheWeekndVEVO on YouTube and reached already more than 10 million views (fast checked today). Some hours ago, the album's second track 'False Alarm' was uploaded to Spotify. (Posting by The Weeknd embedded below.)

Together with Puma, the musician will create a collection of sneakers and apparel which will combine the esthetics of both partners: sport designs by Puma and The Weeknd's street style. The collaborative sports-streets items will be released next year in 2017. Fashion activities are not new for The Weeknd who releases streetwear under the label 'XO'. Puma will keep users updated about the creative collaboration under the hashtag #PUMAxXO.

Earlier than the collaborative PUMAxXO collection will be released, starts the 'Run The Streets' Puma campaign with The Weeknd as ambassador of the brand. It's announced that the images showing the musician in Sportstyle products like IGNITE evoKNIT and IGNITE Limitless footwear and shot by Mark Seliger in LA and Toronto will be on view in Puma stores and digital channels worldwide from November.

fig.: The image shows musician Abel Tesfaye aka The Weeknd who signed the contract with Puma as new creative collaborator and ambassador. The collaboration was announced on 29 September 2016.



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