Award-winning global superstar, Maluma has teamed up with Michelob ULTRA Pure Gold to launch a new apparel collaboration. The collection launched this week during an exciting end-of-summer virtual concert with the Latin music artist.

The  Pure Golden Hour Sessions by Michelob ULTRA Pure Gold  concert was the first time fans had a chance to hear songs from the just released album “Papi Juancho.” 

Maluma rocked some of his favorite pieces from the new Michelob ULTRA Pure Gold x Maluma apparel collaboration while also performing new music as well as some of his greatest hits including “HP” and “11 PM.”

“Nature is a key source of inspiration for my life, creative process and now, my new Michelob ULTRA Pure Gold x Maluma apparel line,” said Maluma. “This collaboration is the perfect expression of who I am as a person, and there’s no better way to launch the collection than with an epic end of summer concert, debuting my new hits in the backdrop of golden hour in Miami.”

Staying true to Michelob ULTRA Pure Gold’s organic roots, the apparel line features eco-friendly unisex basics all inspired by Maluma’s vibrant style. Each item in the 12-piece collection of transitional essentials brings to life tropical ambiances by infusing photographer Will Nichols’ palm tree prints paired with warm hues that resemble golden hour sunsets.

All pieces in the premium yet attainable collection will retail from $40 to $80 and are now available for pre-order on Maluma’s website.

The virtual concert aired on Michelob ULTRA’s YouTube, Facebook and Twitter channels as well as Maluma’s Facebook.