The Weeknd

The PUMA x XO Parallel.

The PUMA x XO Parallel drops on August 24

You probably heard about The Weeknd joining Puma’s growing clientele of brand ambassadors at the back end of last year. In case you didn’t, Abel Tesfaye aka The Weeknd joined forces with Puma and the likes of Rihanna, Kylie Jenner and Big Sean in September 2016.

We’re sure it wasn’t the sole reason, but this celebrity-backed marketing plan took the German brand over Under Armour in the sportswear power rankings. It wasn’t just a consolation trophy. During its resurgence, Puma’s stock price rose from €194 to €289 in the space of 12 months.

Puma x The Weeknd

We reckon that stock price will maintain its upward trajectory after fans scurry to get their hands on the Weeknd’s debut collaboration with Puma: the Puma Parallel. The Grammy-winning artist teased a couple of the Puma x XO Collection’s key styles during his Legend of the Fall World Concert Tour to keep his fans, sneakerheads and the fashion world intrigued.

The pop star’s first collection releases in 3 drops. The first of which is the first-ever PUMA x XO footwear – the PUMA Parallel. Inspired by military and utilitarian gear, the mid-cut sneaker boot is decked out in an Italian nubuck leather upper. The smooth rubber midsole is equipped with the brand’s proprietary IGNITE cushioning technology. Elsewhere, the exaggerated heel includes a zipper closure and an extended Puma formstrip.

The PUMA x XO Parallel drops on August 24th in, PUMA stores and select sneaker and fashion retailers worldwide.