Street fashion’s inextricable links to music and pop culture have pushed brands and manufacturers to seek out personalities that not only represent their products and ideas, but embody them too. And it seems that PUMA is on a roll when it comes to linking arms with the music sphere’s most-wanted, having already collaborated with Rihanna for the health goth-leaning FENTY x PUMA collection. Now, the German sportswear giant teams up with Grammy-winning artist Abel Tesfaye – better known as The Weeknd – to dominate the style game and ‘Run The Streets’ with their latest sport-meets-street collection.
Trading in his meme-tastic dreads for a streamlined pomp, the “Star Boy” singer’s clean and effortless street aesthetic and relentlessly on-the-go lifestyle pair up perfectly with the first drop of the collection, the PUMA IGNITE evoKNIT. Echoing the hustle of both the music industry and the city streets of Toronto from which The Weeknd hails, the IGNITE evoKNIT’s merger of sportswear innovation and disruptive design makes the sneaker as adapatable and versatile as the Creative Collaborator and Ambassador’s singing.
Sporting a fully knitted upper that hugs the feet comfortably while allowing for plenty of breathing and stretching, the street-savvy sneaker’s new evoKNIT technology combines with a collared sleeve at the ankle and supporting straps on the upper, providing heel stability while adopting a military-like look. Also featuring an IGNITE foam midsole for responsive comfort, the sneaker comes in three colourways of white, ‘Burnt Olive-Forrest Night’ and ‘Quite Shade Quarry’ (grey).
Those who wish to see The Weeknd apply his creative touch to PUMA’s wares can look out for an exclusive collection of sneakers and apparel designed by the musician himself in 2017.
The PUMA IGNITE evoKNIT is available for $239 at PUMA Vivocity and authorised retailers.
Text Trent Davis