Academy Award nominated, Grammy-winning artist, lyrical genius, and style icon will bring his unique creative lens to PUMA collections, signing up as the German label's newest global brand ambassador and creative collaborator. Clearly, the successful partnership with Rihanna has seen PUMA looking for more partners to come onboard.

This news comes as the title track from his next album, "Starboy" featuring Daft Punk broke the record for "Most Release Weekend Streams Ever" upon its release. In less than a week, the single amassed over 17 million streams globally and 6.5 million streams in the United States, becoming #1 Most Added at Top 40, Rhythm, Urban, and Hot AC. The Weeknd is also seen wearing a pair of PUMAs in his music video, which so far has clocked 29 million views on Youtube.

The artiste's laidback, streetwise style and swagger make him the right fit to headline PUMA’s latest Sportstyle campaign, 'Run The Streets' which launches in November. The campaign, which was shot in LA and Toronto by photographer Mark Seliger, will be seen in PUMA stores and digital channels worldwide. The Weeknd will rep PUMA's latest Sportstyle products, including IGNITE evoKNIT and IGNITE Limitless footwear as well as Evo Apparel.

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. Expect this range to be released in 2017.