The Weeknd Is Once Again Face Of Puma

The Weeknd collaborates with a fashion brand once again. 

After his recent work with H&M, and performing for the second time at the Victoria's Secret Fashion Show, the singer continues to prove he loves fashion. Puma has already been a successful partner to the musician in the past. This time, the Canadian becomes the symbol of the Ignite Limitless Capsule Collection. As with H&M, he assumes the role of Artistic Director and ambassador to the brand's collection.

In a press release, the brand explained that "this new partnership will also include a collaborative collection of sneakers and apparel designed by the Weeknd. The exclusive collection is a fusion of PUMA’s sport-inspired designs and The Weeknd’s street-motivated aesthetics as seen in his label, XO."

The Puma IGNITE Limitless Hi Tech and Extreme Hi Tech will be available for sale on Jan. 12. 

The Weeknd teases Puma new collaboration in September 2016.