Abel Tesfaye, the man more commonly known as R&B star The Weeknd, is known for two things: catchy after-hours tracks and that hair.
But now that the locks have been lopped off and he’s over those issues of not feeling his face, the 25-year-old Toronto singer has decided to fill the void with his own line of clothing and sneakers in partnership with Puma.
Hoping to build on the hype of its ongoing deal with Rihanna, the sports firm has signed the Academy Award nominated, Grammy-winning artist, lyrical genius as its new global brand ambassador and creative collaborator.
Details of the the new line, dubbed XO, are thin on the ground, but we know Puma plans to draw on the the Canadian export’s laidback, streetwise style and swagger in a campaign from early November, with the debut collection slated to drop in 2017.
In the meantime, The Weeknd will have enough fresh Puma kicks to rep, like the newly dropped Clyde B&C Pack, which made our list of the hottest trainer launches this week.