Following the news of his sophomore studio album Starboy, The Weeknd has made another major announcement: he’s getting into sportswear. The Toronto vocalist has confirmed a series of collaborations with Puma are in the works. Not only is he fronting the brand’s latest campaign, he’s also working on a line of clothes and sneakers with the sportswear giant.
The line, title PumaXO, is on track to debut in 2017. The singer has some experience in design, having worked on his own XO merch for a while now; last year, he teamed with Alexander Wang on a capsule collection, WANGXO. XO hoodies of all varieties are staples with the celebrity set, largely thanks to his model girlfriend, Bella Hadid.
The Weeknd joins fellow artist Rihanna as a Puma creative collaborator. Her Fenty X Puma line has proved wildly successful, with the second collection receiving a warm reception in Paris last week. We wonder if The Weeknd will follow suit.
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