PUMA x XO Collection Drop 2 is Now Available in Stores

PUMA and The Weeknd are back for more this season, following the highly anticipated first PUMA XO collection that launched last year.

A follow up to the March drop inspired by The Weeknd’s travels to the East, drop 2 takes us to the romantic European period, aptly called “Crafted Rennaissance”. Expect past and present to collide in this apparel offering, featuring Italian Rennaisance Era graphics mixed with contemporary branding and athletic silhouettes. Working alongside world reknowned music video director, illustrator and designer, Warren Fu, the Italian Renaissance graphics are original designs including old script text and standout motifs.

Complimenting the drop is an update on the original Parallel constructed with a smooth, high quality Italian nubuck completed with contrasting colour block white outsole and PUMA Formstripe. The updated Parallel continues the sleek yet contemporary design for fans of last year’s understated styling.

PUMA x XO Collection drop 2 is available PUMA SELECT, PUMA Rosebank, PUMA Sandton, PUMA Gateway, PUMA V&A Waterfront and X-Trend stores. The PUMA x XO Parallel 2.0 will drop on 7^th June.

First Look: Second Drop of the PUMA x XO Collection

Following a standout performance in Las Vegas to mark the launch of the PUMA x XO debut collection, Abel Tesfaye a.k.a. The Weeknd and PUMA officially releases the second drop.  The follow up to the sell-out PUMA x XO Parallel that dropped in August, the next release features an Olive-Green colourway of the sneaker boot complimenting a range of apparel dubbed “Deluxe Denim”.

Won’t be long until fans get their hands on the covetable denim pieces that The Weeknd has been stunting at his Legend of the Fall World Concert Tour. The collection remains a true reflection of his personal style merged with PUMA’s sport-inspired silhouettes. Raw and destroyed denim and contemporary street inspired oversized silhouettes are this drop’s recurring theme. Notable pieces are the PUMA x XO Denim Jacket with frayed details on the front and back with subtle PUMA x XO branding, statement Denim Kimono with tapered sleeves and frayed hem and the PUMA x XO Denim Pants with distressed pockets and back lower leg length. The denim look extends to accessories with the PUMA x XO Denim Duffle and Denim Cap. Signature XO silhouettes compliment the rough and rugged pieces, from the PUMA x XO Hoodie with an all-new camo pattern to Tees and Tanks that bear the PUMA x XO logo.

Rounding up the capsule range is the PUMA x XO Parallel in the latest Olive Green colourway.  Inspired by military and utilitarian gear, the PUMA x XO Parallel 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 Formstripe and co-branded labels.

The second drop of the PUMA x XO Parallel is available at PUMA SELECT and selected retailers. 

The Weekend Drops His Debut Collection with PUMA

The Weekend finally released the much-anticipated debut collection with PUMA. Teasing some of the key styles during his current Legend of the Fall World Concert Tour that kept his fans, sneakerheads and the fashion set intrigued, The Weeknd is ready to show the world the new styles that reflect his personal style merged with PUMA’s sport-inspired silhouettes.

The debut PUMA x XO Collection is 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.

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 is available exclusively at Shelflife.

PUMA Elevates The Game With ‘Run The Streets’ Starring The Weeknd

For Spring-Summer ‘17, PUMA elevates the game with the Run The Streets campaign. Blurring the lines between performance and style, the new Sportstyle platform introduces street-ready and technically progressive products for those who aspire to own their looks, their city and the moment.

Headlining the campaign is PUMA’s newest creative collaborator, Grammy-winning artist, lyrical genius, and style icon Abel Tesfaye a.k.a. The Weeknd. His laidback, streetwise style and swagger is the epitome of Run The Streets, a campaign platform for true individuals seeking streetwear that stands out and performs. These individuals are the boldest on their block, live life at full speed, and always infuse every move with attitude.

PUMA understand the need for versatility, adaptability and innovation within street style, fusing highly technical innovative sporting features with the attitude of disruptive modern streetwear design.

Footwear in the collection includes the IGNITE evoKNIT in new colourways White and Burnt Olive-Forrest Night. The all-new evoKNIT technology comes with a fully knitted upper for a form-fitting comfort, stretch and breathability, plus a branded, collared sleeve along the ankle for full support and a street-ready look. The upper features a supporting strap that allows stability within the heel to lock it onto the platform of the shoe. The midsole features IGNITE Foam, PUMA’s proprietary material with exceptionally responsive, energy-returning qualities.

Furthering the Run The Streets attitude is the IGNITE Limitless sneaker. With its street-inspired design combined with running-approved comfort of the responsive IGNITE midsole, the IGNITE Limitless is tailored for those who run the streets and are always on the go. Luxe detailing, bold branding and aggressive dimensions make this style a true game-changer. Having been teased in The Weeknd’s Starboy video, January sees the limited release of the IGNITE Limitless Hi Tech and Extreme Hi Tech in Black colourway with a wider release in February 2017 with the Core men and women’s pack.

The apparel range suits active individuals who take their wardrobe and their workouts seriously. Multipurpose and versatile, it features slick design details, intelligent design hues and technical material mixes.

Key apparel styles include:

• The evoKNIT Image Tee with an all-over geometric pattern and seamless designs for everyday comfort (R1 099)
• The progressive evoKNIT Image Tight, with ultra-lightweight 3D knit and a subtle all-over geometric design for a smooth second-skin feel for enhanced freedom of movement (R999)
• The Evo LAB Jackpack, easy to pack away with a handy external bag and has windCELL technology for breathable protection against wind chill and helps maintain body temperature during exercise or nights in the town (R4 999)
• The Evo Image Bermuda, protective and lightweight running-inspired shorts (R1 399).

The updated IGNITE evoKNIT (R2 599) drops on Tuesday, 15 November 2016 in PUMA stores, as well as selected retailers throughout the country. The apparel will be available in-store mid February 2017.