The Weeknd is on a roll this year.  After being nominated for an Academy Award for Best Song and nominated for several categories at this year's Grammy's, he has now signed on to become the next brand Ambassador for Puma's "Run The Streets" promotion.  This promotion reps the brand's Sportstyle division which includes IGNITE evoKNIT and IGNITE Limitless footwear as well as Evo Apparel and is inspired by street style and the brand's focus on technology.  This collaboration will also include sneakers and apparel designed by The Weeknd, who has just released a new single "Starboy" featuring Daft Punk, and is set to launch in 2017.