With The Weeknd being back in action, releasing his single "Starboy" and the respective music video to match, we should all give a standing ovation to Grant Singer for shooting this amazing video. But, back to the news. For all you mystery junkies, there was a hidden announcement in the video that some of you may have missed. In between the dark hues of light, PUMA sneakers were spotted.
Is The Weekend going to take the PUMA name to new heights? Given that PUMA already has an amazing roster of brand ambassadors such as model Cara Delevingne, reality star Kylie Jenner, Snapchat personality YesJulz and the brand’s women’s creative director, Rihanna, The Weeknd may be next.
PUMA stated they wanted to give the spotlight to “a young roster of tastemakers currently making waves in the music and entertainment arena.”
Given that The Weeknd's new album is being released November 25th and his recent single is already in Billboard's Hot 100 chart, you can say that he is making waves. I really think that this is a push in a new direction for PUMA. It's a breath of fresh air to bring a guy like The Weeknd to take the brand to new heights.
Other male ambassadors aligned with Puma include rappers Meek Mill, Young Thug, Rae Sremmurd, Jamaican sprinter Usain Bolt and golf pro Rickie Fowler.
But he isn't a stranger to the fashion world. Back in November, Alexander Wang and The Weeknd collaborated on a capsule collection called WANGXO. The line was co-designed by Wang and The Weeknd’s XO brand. Also, a pair of high-top black and white sneakers were featured in the collection, which The Weeknd was caught wearing during his Beauty Behind the Madness Tour.
Personally, I think I might be waiting online and in-line for this release. With The Weeknd partnership, it will include a PumaXO shoe and clothing line set for 2017.