Teen pop sensation Justin Bieber has been roped in by Adidas NEO Label to be its new style icon.
Under the two-year contract that will be on until the end of 2014, the “Baby” crooner will inspire and attract youngsters to the label’s fresh teen style.
Bieber will also be fronting NEO's seasonal campaigns under its "Live Your Style" positioning and will be sporting his favorite NEO look throughout the season.
Talking about the partnership, Bieber said: "I found a real connection with NEO because it is about fashion, freedom and being true to who you are. With my new album, Believe, I am spreading the message of believing in yourself. The first step is showing who you are, and one of the great ways to showcase yourself is through fashion. For me style is an adventure, something to have fun with and NEO believes this too."
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As a first step, Adidas NEO Label and Justin have launched a competition called “Find My Golden Shoes” where young consumers have to find Bieber’s NEO sneakers online based on clues provided by the label.
Winner will be awarded goodies and one lucky winner each week over five weeks will get an opportunity to win a pair of the NEO gold sneakers and an all-inclusive trip to meet Justin on tour in Miami, Adidas NEO Label, one of the sponsors of Justin Bieber's "Believe" world tour 2012/2013, said in a statement.
Explaining the reasons for roping in Bieber as their style icon, Hermann Deininger, Chief Marketing Officer adidas Brand, said Bieber possessed a fun spirit and energy that is associated with the NEO Label. "Justin makes his mark in his own bold and expressive way through fashion, music and style. Justin will help us spread the spirit of NEO worldwide and showcase the brand's sports and lifestyle inspired apparel and footwear silhouettes," he said.
Meanwhile, apart from the Adidas NEO Label Bieber has also bagged several other endorsements such as the face of ProActiv, PETA and various other anti-bullying campaigns.
The pop idol also has his own line of fragrances "Girlfriend" and "Someday" and hopes to start a fashion line in future.
Bieber, who described his fashion style as casual in an earlier interview with Women’s Wear Daily, said he looked up to Usher’s sense of style. “Usher’s real cool. He knows way more about fashion than I do. I’m learning from him. He helps me put stuff together and find different designers who I’ve never heard of.”