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Shortly after the unveiling of his latest singles “Starboy” and “False Alarm,” news of The Weeknd continues as he has just been announced as a Global Brand ambassador and creative collaborator for PUMA. The German brand seeks the support of Abel Tesfaye to headline PUMA’s latest Sportstyle campaign ‘Run The Streets’ which creates a campaign platform for street-savvy product that incorporates technology necessary for an urban lifestyle. The collaborative effort will span a collection of both sneakers and apparel designed by The Weeknd, with an expected release in 2017. Stay tuned for more details as it emerges.