Puma continues its push of their latest silhouette, the Ignite evoKnit Wave, with a brand new campaign ad starring brand ambassador and music superstar, The Weeknd.

Modeling the latest iteration of the Puma sneaker, The Weeknd can be seen sporting a grey and black version of the shoe that has yet to be released. Featuring an engineered knitted upper, the shoes come equipped with an overlay knit for medial and lateral support surrounding the foot, to help bring a new level of flexibility and comfort. Paying homage to the original IGNITE evoKNIT, the pair of unreleased sneakers feature a high sock collar and a full-length midsole of Ignite foam, giving a significant edge to the shoe, while keeping its technical support.

Puma continues to bring star power to its campaign ads and brands as it continue to stay at the pulse of the music industry. Signing The Weeknd in September of 2016, the Canadian singer has already appeared in a few ads for Puma, and rumors strongly suggest there may be a collaboration between The Weeknd and Puma in the works.

The Ignite evoKNIT Wave is exclusively available now at Puma Lab Powered by Foot Locker for $135.

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