Following their massive success with Rihanna’s Fenty line, German athletic brand, Puma, is teaming up with another pop superstar. In an Instagram photo posted late last night, Puma announced their latest partnership with Toronto’s own, The Weeknd. The collaboration will deliver a limited release of PumaXO shoes, and line of men’s clothing, slated to drop in 2017.
Puma will be hoping to build upon momentum gained this past year. Their Rihanna collection saw their quarterly sales increase, just upon the announcement. Since the release of the highly popular “Creepers”, Puma has spent a hefty sum to continue the successful partnership. The collaboration will continue for the foreseeable future, and will include a main showcase at Paris Fashion Week.
While the Rihanna and Puma team have capitalized on women’s athletic wear, the signing of The Weeknd, is a clever move to reinvigorate their men’s line. The campaign will begin with a series called “Run The Streets”, which will likely showcase the pairing’s new pieces. The Weeknd is one of the brand’s more high-profile ambassadors, but the company has spent the year recruiting hip-hop stars like Young Thug, and Rae Sremmurd.
There has yet to be an official drop date for PumaXO, and the public has yet to receive a price range, but expect something similar to the Fenty line.
