The Herzogenaurach, Germany-based athletic firm announced today that it had signed R&B teen idol Justin Bieber as the face of its teen Neo sports lifestyle line. Bieber, who will represent the brand through 2014, will appear in the label’s “Live Your Style” campaign, launching in February and will make personal appearances in support of Neo in 2013.
Neo footwear, which is targeted to a younger, teen consumer, is sold at accounts including Kohl’s, Famous Footwear and JCPenney. For spring, the brand is launching apparel, which will be sold at Adidas.com and at the New York flagship store.
“Justin makes his mark in his own bold and expressive way through fashion, music and style [and] will help us spread the spirit of Neo worldwide and showcase the brand’s sports- and lifestyle-inspired apparel and footwear silhouettes,” Hermann Deininger, chief marketing officer for the Adidas brand, said in a statement.
“I found a real connection with Neo because it is about fashion, freedom and being true to who you are,” Bieber is quoted as saying in the release. “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.”
To celebrate the partnership, Adidas — a sponsor of Bieber’s “Believe World Tour” — launched a “Find My Golden Shoes” challenge on Facebook. Images of the pop star’s customized gold Neo sneakers will be hidden on different websites, with clues to the whereabouts listed on the Neo Facebook page. Entrants who find the shoes online will get a code that qualifies them for daily and weekly prizes, and five grand prize winners — one for each week of the contest —will receive a pair of sneakers as well as a trip to Miami to meet Bieber on tour.