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The Weeknd is a Starboy indeed.

Fresh after dropping his head-bopping album Beauty Behind the Madness in 2015, The Weeknd has officially teamed up with Puma as its new ‚Äúglobal brand ambassador‚ÄĚ and ‚Äúcreative collaborator.‚ÄĚ So what exactly does this mean? For the 26-year-old hip-hop and R&B star, there‚Äôs a busy year ahead.

The Grammy winner will first serve as the face of Puma‚Äôs upcoming Sportstyle campaign called ‚ÄúRun the Streets,‚ÄĚ set to launch in November. And while posing for photographer Mark Seliger would be enough to call it a day, he‚Äôs kicking the collaboration into high gear in 2017 by releasing a line of sneakers and apparel.

In the lead image for the announcement, the too-cool star stands confidently in front of a window dressed in all-black sportswear. He also rocks his new hairstyle (which has us obsessed). On top of his work with Puma, The Weeknd is also preparing to release his latest album, Starboy, on Nov. 25.


A photo posted by The Weeknd (@theweeknd) on Sep 27, 2016 at 9:33am PDT

RELATED: Kim Kardashian West Twins with Kourtney Kardashians in Slinky Ensembles at Balmain’s #PFW After-Party

We’re officially marking our calendars.

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