By Melissa Koh

The Weeknd, recently signed on to the footwear label as brand ambassador, fronts the latest 'Run the Streets' campaign from PUMA, as well as introduces the all-new IGNITE Limitless range.

Inspired by the idea of 'tailored performance,' the new PUMA shoes have been made to stand up to the stop-and-go of city living with stylish, comfortable, and protective features.

The overall design began with streetwear influences personified none other than by the Grammy Award-winning artist himself, and added performance features and technologies.

Exaggerated proportions are bold yet sleek with special interest paid to a clean use of textures and details: bonded edges, matte and shine play, collar height, and large, bold branding.

Comfort comes from the IGNITE FOAM midsole, PUMA's proprietary superior cushioning that disperses impact while providing optimal responsiveness and energy return.

The protective stability cage plus forefoot strap offers support while the 4-way stretch neoprene clamshell construction provides a dynamic fit with breathable upper materials. And because the city never stops no matter the hour, reflective details provide visibility in low light conditions.

The first two models to kicks off the IGNITE Limitless earlier this year are the IGNITE Limitless Hi Tech (R3 699) and Extreme Hi Tech (R3 999).

Amped up with technical tailoring and street-ready dimensions, visibility on both shoes are reinforced with 3M reflectivity on the heel and tongue.

To keep it water tight, the toe cap is sealed with PU and Kevlar protective backing.

And for that durability factor much needed for your everyday hustle, carbon fiber is injected on the heel plus a ballistic forefoot gore.