Alongside his success within the music industry, Abel Tesfeya (The Weeknd) is imputing his creativity within the design industry and has now been appointed as the creative collaborator and Global Brand Ambassador for the German sportswear brand Puma.
Puma x XO is a debut collection which merges The Weeknd’s own line of apparel merchandise entitled XO after his self founded record label, alongside the familiar silhouettes and style details of Puma’s products. With slogans such as “Classic meets futuristic” and “Military meets luxury”, Marfa in Texas was chosen to be the shooting location for the debut campaign to enhance the creative language of the collection. The campaign shows Tesfeya styled in a burnt orange raincoat with model Dilone in a midnight navy bomber jacket and the Parallel sneakers, highlighting the star attraction from the collection.
This is a great chance for XO to be able to create a new aesthetic in collaboration with Puma, breaking the rules of staple streetwear styles and the modernisation of sneaker styles, reflecting the balance of both XO and Puma within them. The specific footwear style within the collection is the Puma x XO Parallel. This piece is a hybridisation between a high-top sneaker and a boot. The style is clean-cut and minimal, with subtle ‘XO’ branding on the tongue and the signature Puma emblem on the side. This is another opportunity for Puma to step ahead of the game within the industry. This is the second of Puma’s collaborative projects, the first being the Fenxy x Puma collection that is in conjunction with global superstar Rihanna.
Puma x XO will be released in three drops, with the first drop will be the footwear design, Puma Parallel. This mid-cut sneaker boots features the brand new IGNITE cushioning technology and the extended Formstrip with co-branded labels.
The Parallel sneakers will retail at KITH, Barneys New York and The Webster. Click here to find more information about the Puma x XO Parallel that drops on August 24th.