PUMA has tapped new creative collaborator The Weeknd to front its SS17 "Run the Streets" campaign. The collection is designed to blur the lines between performance and style by introducing street-ready and technically progressive products.

According to PUMA, The Weeknd's "hustle in the music industry reflects the ‘on the go’ lifestyle of the campaign. His laid-back, streetwise style and swagger is the epitome of Run the Streets."

The collection in turn features a number of running-inspired products, driven by design functionality. Key apparel styles include the evoKNIT Image Tee with an all-over geometric pattern and seamless designs for everyday comfort; the progressive evoKNIT Image Tight, with ultra-lightweight 3D knit and a subtle all-over geometric design for a smooth feel and enhanced freedom of movement; the Evo LAB Jackpack, easy to pack away with a handy external bag and has windCELL technology for breathable protection; and the Evo Image Bermuda, protective and lightweight running-inspired shorts.

On the footwear side of things we see the IGNITE evoKNIT and the IGNITE Limitless. The former showcases all-new evoKNIT technology and an IGNITE Foam for enhanced responsiveness. The IGNITE Limitless is in turn tailored for those who run the streets and are always on the go. It also features an IGNITE midsole and bold branding.

After getting a peek at The Weeknd-featured campaign, you can look for the collection to release in select retailers globally beginning November 10.

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