Puma have announced the release of their TSUGI Shinsei Nido Sneaker, coming in either blue and white or red and black. Inspired by Japanese colour symbolism with blue representing purity and cleanliness whilst red represents energy, vitality and power, the sneaker features a mesh and leather upper with a unique lacing concept for a progressive and comfortable look. The colour gradient midsole and side lacing system sets this sneaker apart from the rest. The campaign, fronted by The Weeknd, features a Puma tracksuit as well as the sneaker.

Related: Puma | “DO YOU” Ad Campaign, Cara Delevingne

Courtesy of Puma

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The Weeknd knows how to hustle. From small-time to starboy – from making mixtapes at 65 Spencer, Toronto, to driving a Lamborghini in LA – he’s built his career on ambition, creativity, and unstoppable drive. He never stops moving forward. And he never forgets where he started.