Nick Jonas is the new face of Creative Recreation. The 23-year-old singer has collaborated with the Los Angeles-based footwear brand and will appear in all the label’s ads for fall 2016. He will also design a capsule collection for his go-to label.

The fashion sneaker label is now looking to extend its reach into new retail channels. “Our brand has maintained a great following among fashionable males. Nick is one of those rare celebrities who really crosses over and appeals to both young men and women,” said Jack Oerth, president of Creative Recreation, in a statement.

He added the musician’s collection will be the focus of the brand as they are trying to build on their women’s footwear business. Both Jonas as well as sneaker fans can now look forward to unisex kicks designed by the singer. Jonas will also spearhead key initiatives.

The singer will also highlight his favorite Spring/Summer silhouettes and will appear at events for the brand like Sole Sessions. At the events, Jonas will also record acoustic tracks. His Creative Recreation collaboration will give fans a chance to participate in a contest and winners will get to meet the star during his summer tour with Demi Lovato.

Jonas said in a statement that he was looking forward to his collaboration with Creative Recreation. He was eager to start working on the footwear design process, and create shoes for his fans that go well with their wardrobe. Jonas added that like his other collaborations, it was very important for him to be involved in the process for the footwear label as well.

The “Goat” actor’s first shoe collection will be unveiled in January 2017. The new collection is one of the major areas of his collaboration with Creative Recreation. The shoe collection will be unisex and will reportedly be inspired by a day in the life of the artist.