After unveiling the new silhouette via a pre-launch with retailer KITH, PUMA has officially launched the Tsugi Shinsei.

The first in the new Tsugi range, the Shinsei features a new lacing system with laces running along the side and across the tongue. PUMA recruited brand ambassador and creative collaborator The Weeknd to star in some campaign imagery featuring the new silhouette.

The PUMA Tsugi Shinsei in Black/White will be available from and select retailers beginning April 21. Check out the campaign imagery below and stay tuned for more colourways and silhouettes from the Tsugi range.