The time has finally come for Abel Tesfaye a.k.a. The Weeknd, along with PUMA’s creative collaborator and global Brand ambassador, to finally release the highly anticipated debut collection, with the Global Sports Brand. Teasing some of the key styles during his current Legend of the Fall World Concert Tour that kept his fans, sneaker-heads and the fashion set intrigued, The Weeknd is ready to show the world the new styles that reflect his personal style merged with PUMA’s sport-inspired silhouettes.
Along with The Weeknd’s musical successes as a Grammy-winning artist and Billboard chart topper, he has made an immense influence in the street-wear industry.
The debut PUMA x XO Collection is him personified and here to break the rules of street-wear: bomber jackets, kimonos and the freshest sneakers are finished with camo, suede, and denim. Classic meets futuristic. Military meets luxury. The campaign was shot in mysterious Marfa, Texas, a perfect backdrop that compliments the PUMA x XO creative language.
Commenting on the debut collection, The Weeknd says, “We’ve been building the XO brand for a long time now. It’s gone beyond product and the PUMA x XO collaboration is an extension of everything we’ve been doing. For XO, partnering with a powerhouse like PUMA and having the ability to create a new aesthetic is an amazing opportunity.”
The collection releases in three drops, each differentiated by a unique aesthetic. The first drop is the first-ever PUMA x XO footwear – the PUMA Parallel. Inspired by military and utilitarian gear, the all-new silhouette is a mid-cut sneaker boot that’s fully decked out in luxurious Italian nubuck leather upper. The smooth rubber midsole features IGNITE cushioning technology. The boot boasts of a contemporary blocked heel design with an extended form strip and co-branded labels.
The PUMA x XO Parallel is released on August the 24th on PUMA.com, in PUMA stores and select sneaker and fashion retailers worldwide.