With the promotional campaign for his new studio album Starboy in full swing, The Weeknd has introduced a new collaboration with PUMA. As revealed by his Twitter, the pair's joint endeavor will include a new PumaXO footwear and clothing collection and a general creative partnership. Earlier this year, PUMA enlisted Lil Yachty and Young Thug for new campaigns. Just a few hours ago, another new song from The Weeknd emerged, "False Alarm." You can watch The Weeknd perform on Saturday Night Live this weekend.
— The Weeknd (@theweeknd) September 29, 2016