You wanna be high for this. To help kick off The Madness Tour, Toronto neo-noir crooner The Weeknd has partnered with PAX to release a custom XO branded vaporizer. Not only does the limited edition collaboration feature an engraving of The Weeknd’s iconic logo—the device plays “The Hills” when you turn it on.
“As one of the most exciting and relevant musicians today, The Weeknd was the ideal artist for an exclusive PAX 2 device collaboration,” said PAX Labs CMO Richard Mumby. “Abel has a distinct and discerning style, and he has provided a new and unexpected way for us to showcase our brand. We are always looking for new ways to connect with our customers and fans, so this was the perfect opportunity to bring together The Weeknd's style with our technology.”
In a way, these types of sponsorships are hallmarks of success for celebrities today. Countless artists have collaborations with alcohol, fragrance, headphone, and fashion companies, but how many can say that they have a vaporizer deal? Abel is winning.