R&B singer The Weeknd can’t lose this month. After announcing plans to release his new Starboy album in the coming days he has now partnered up with sports apparel giant Puma.

Weeknd went to social media Thursday (September 29) and broke the big venture news.

Earlier this week, Weeknd released his “Starboy” music video to the masses.

A few days ago, rap star Travis Scott showed off his support for the singer’s upcoming album.

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Weekend is expected to perform on an upcoming “Saturday Night Live” TV broadcast.