PUMA describes their XO Collection with the Weeknd as ” him personified and here to break the rules of streetwear: bomber jackets, boots, and kimonos are finished with camo, suede, and denim. Classic meets futuristic. Military meets luxury. “The campaign was shot in mysterious Marfa, Texas, a perfect backdrop that compliments the PUMA x XO creative language.
Commenting on the debut collection, The Weeknd says , “We’ve been building the XO brand for a long time now. It’s gone beyond product and the PUMA x XO collab is an extension of everything we’ve been doing. For XO, partnering with a powerhouse like PUMA and having the ability to create a new aesthetic is an amazing opportunity.”
The collection releases in 3 drops, each differentiated by a unique aesthetic. The first drop is the first-ever PUMA x XO footwear – the PUMA Parallel. Inspired by military and utilitarian gear, the all-new silhouette is a mid-cut sneaker boot that’s fully decked out in luxurious Italian nubuck leather upper. The smooth rubber midsole features IGNITE cushioning technology. The boot boasts of a contemporary blocked heel design with an extended Formstrip and co-branded labels.
The PUMA x XO Parallel drops on August 24th on PUMA.com, PUMA stores and select sneaker and fashion retailers worldwide.
Stay tuned for more information on the succeeding drops that include footwear, apparel and accessories.
Follow @PUMASporstyle and @PUMA for drop information.