The Weeknd is officially getting into the shoe game. Puma announced Thursday that it has signed the Toronto singer as the company's new Global Brand ambassador and creative collaborator. "His laidback, streetwise style and swagger make him the right fit to headline PUMA’s latest Sportstyle campaign, ‘Run The Streets’ which launches in November," the company wrote in a press release.

 

A photo posted by The Weeknd (@theweeknd) on Sep 29, 2016 at 3:26pm PDT

The Weeknd will rep the 'Run the Streets' campaign, which means he'll be showcasing shoes like the IGNITE evoKNIT and IGNITE Limitless, as well as Evo apparel. Puma, which is the official footwear sponsor of ComplexCon, adds The Weeknd to its impressive roster of celebrity sponsors, including Kylie Jenner, Rihanna, Meek Mill, and more.

"The campaign speaks to true individuals who own their looks and the moment," the company said in a press release. "The Weeknd embodies this attitude. Growing up in Toronto, the city has long-been his source of inspiration, and his hustle in the music industry reflects the ‘on the go’ lifestyle of the campaign."

In addition to this, The Weeknd will also partner with Puma to design a line of sneakers and apparel. Titled PumaXO, the line is expected to be released sometime in 2017. Fans of The Weeknd, already pumped about his recent music releases, are sure to be even more excited about this news.

Want to experience Complex IRL? Check out ComplexCon, a festival and exhibition on Nov. 5-6, 2016 in Long Beach, Calif., featuring performances, panels, and more. For ticket info, click here.